Long renowned in the fashion industry, Gucci is looking to make a splash in a different market later this month.
With the opening of their Milan headquarters, Gucci Hub, the brand will be holding an electronic music event in their new space. The restored hanger, stretching to 41,441-square-feet of space, will be part of a satellite event in the 2017 Club to Club Festival taking place in Turin less than a week later.
That is only a fraction of the space the Hub covers in total though. The 378,000-square-foot building was also home to both Gucci’s men’s and women’s fashion shows last month and will hold the house’s Milan offices, graphics and photo studios on top of the sprawling showroom space.
The event itself is known as #C2CMLN, boasting some well-known talent in electronic music to welcome Gucci’s foray into live entertainment. Amnesia Scanner, Gaika, Toxe, Comme des Garçons and Maison Margiela. Highly popular Venezuelan singer, Arca, will also be performing a live DJ set accompanied by custom visual graphics made by Jesse Kanda.
Those interested can register for the event at http://events.clubtoclub.it/c2cmln-at-guccihub/, though the March 30th #C2CMLN festivities are still invitation only.