Global: Gucci debuts digital flagship store

Italian fashion house Gucci is taking their online shopping experience to the next level by launching a new luxury digital flagship store at gucci.com on September 1.

The launch, which is the result of an 18-month architectural renovation under the direction of creative director Frida Giannini, will feature a special virtual Milan catwalk show invite and product exclusives linked to its debut.

Gucci president and CEO Patrizio di Marco says: “The destiny of the gucci.com digital flagship store is that it will become our highest-volume store in the world.”

In line with the launch, select brick-and-mortar Gucci flagships will have hologram window displays and iPad stations, getting shoppers in the digital mood, while online, they've launched gucciconnect.com, where they plan to one-up the usual runway livestream during their show in Milan on Sept. 22.

Users can sign up for an e-ticket to the Gucci Connect E-vent, granting them the "same guest benefits as Milan event guests" according to the press release, by assigning "virtual seating with webcam videos shared at the Gucci show space.