The new flagship gucci store at ion orchard is big, beautiful and fun. Case in point? The diy corner where you can personalise your own dionysus bag.
The new flagship gucci store at ion orchard is big, beautiful and fun. Case in point? The diy corner where you can personalise your own dionysus bag.
From sewing and crochet to leatherwork DIY, craft and personalisation are on-trend now. So how fitting that Gucci, one of fashion’s hottest brands, is embracing this with its first do-it-yourself (DIY) corner at its ION Orchard flagship store.
The Italian label has been in sizzling form since creative director Alessandro Michele took the reins for Fall/Winter 2015. He’s toned down the brand’s sexiness in favour of clothes that allow for freedom of expression, with a mishmash of influences.
The ION Orchard flagship store reflects this creativity. The 500sqm space houses women’s and men’s ready-to-wear collections, bags, jewellery and accessories in a discreet, relaxed environment that eclectically combines traditional and modern, industrial and romantic design influences – just as Michele does.
Then there’s the DIY corner where you can customise your Dionysus (a structured bag with a horseshoe-shaped brass closure). Mix and match buckles, trims, monogrammed initials and embroidered patches bearing designs such as butterflies, bees, snakes, roses and peonies. You can also select your preferred leather, which come in options such as crocodile, ostrich and python, and a choice of 18 colours. The result – put together in Italy – is a unique bag that bears the codes of image<200dpi SHOP AT: GUCCI #01-05 13 The Dionysus DIY corner at the ION Orchard concept store. the Gucci house, and that both the customer and Alessandro Michele have created together.
TEXT AILEEN LALOR, NOELLE LOH & 王爱婷
