The stores will open in major cities like Paris, Seoul and Hong Kong, and will focus on specific themes related to the range of products on offer. According to the luxury label, each Gucci Pin will feature an interactive, immersive digital experience thanks to augmented reality technology, which is also set to be introduced in some of Gucci’s permanent stores in 2020.

The first theme for the Pin stores is associated with the Gift Giving 2019 collection, celebrating the famous Flora motif applied to Gucci’s Ophidia handbag range. In early 2020, the Pin stores will be themed around the Chinese New Year and will be dedicated to Mickey Mouse, inspiring a collection of ready-to-wear, footwear and accessories items with the GG motif.Between the end of January and March 2020, the Gucci Pin stores will have a psychedelic make-over, and will feature travel goods, accessories and ready-to-wear items sporting a multi-coloured GG motif with stars.