Gucci opens pop-up’s at all Dover Street Market stores

In a hasty attempt to reposition the brand, Gucci will launch pop-up shops at all four Dover Street Market concept store locations in New York, London, Tokyo and Beijing. Dover Street Market, like iconic concept store Colette in Paris or Corso Como in Milan, has long been a trendsetter.

Oddly, Adrian Joffe, the CEO of Dover Street Market, who apparently are charging huge leases for any such pop-up spaces,  said about Gucci’s new Creative Director, Alessandro Michele, “It seemed very new to me. I think will be influencing fashion a lot. It’s a revolution in terms of Gucci. I think he’s really in tune with what’s happening,”

“We’re always really open to working with people who have great creativity and a strong vision. It goes with our spirit of telling stories and having something new to say. When I believe in something, I take it as far as I can,” Joffe told WWD

Previously, Dover Street Market has hosted many other luxury brands, including Céline, Prada, Saint Laurent and most notably, last year, CHANEL.

Since the abrupt departure from Gucci of power duo Frida Giannini (Creative Director) and husband Patrizio di Marco (CEO), parent Kering has been desperately seeking a new positioning for Gucci, whose financial performance has been in steep decline for over a year. Michele is a long time Gucci employee having working with both Tom Ford and Frida Giannini.

Gucci pop up shop at Dover Street Market