How Gucci Is Investing In Physical Retail This Year With The North Face Pop-Ups + New American Dream Shop

Despite the many obstacles plaguing the retail world right now, from the spread of Omicron to high inflation and supply chain issues, Gucci is investing in its brick-and-mortar strategy this year. First up, the Italian luxury brand has unveiled plans for a brand-new series of pop-ups dedicated to the second chapter of its collaboration with The North Face. The newest phase of the partnership sees a special cross-category collection for men and women comprising of ready-to-wear, soft accessories, luggage and shoes, including many pieces as hiking boots, multi-pocketed backpacks and warm, insulated jackets that reference the outdoor world. According to Gucci, its North Face collab pop-ups will “suggest a clean icescape,” bringing a semblance of a winter landscape to the shops. The brand said that LED lighting will reflect on the walls and floors, which are coated with different materials such as mirrored glass, white fluffy fabric and clear, marble like panels. And, the space will be defined by a series of irregular cubes of different shapes and sizes, recalling a glaciers landscape, serving as display support to the product offering, Gucci said in a statement. These pop-ups will open on Fifth Avenue in New York City, Aspen, Chicago, and Toronto. Gucci’s The North

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