15 Nov, 2021
Balenciaga
pop-up and pop-in stores will launch The Hacker Project series, debuted during
the Spring 22 runway show.
In
74 physical spaces worldwide, unique displays and structures will introduce
Balenciaga pieces that reinterpret Gucci codes and in so doing, question
notions of branding, appropriating, and counterfeiting.
Standalone
pop-up stores and transformed Balenciaga store spaces take creative approaches
to presenting the project’s ideas and products—cross-branded ready-to-wear,
accessories, bags, and cases.
Each
physical launch includes special activations and exclusives that transform
surrounding areas and recontextualize the brand, further investigating The
Hacker Project’s themes.
Some of Balenciaga’s signature architectural elements—logo-shaved
carpet, velvet stage curtains, and weathered metal—are reimagined for the
launch. Carpets and curtains are etched with a classic Gucci all-over print,
but with double-Bs subbed in for double-Gs. Aluminum displays are stained with
acid to mimic scrubbed graffiti. Store windows are tagged in the graffiti style
with “GUCCI”.
