Gucci and Balenciaga’s The Hacker Project launched in three London locations
Heritage luxury brands Gucci and Balenciaga have joined forces for The Hacker Project which sees the two brands creating hybrid designs based on their most recognisable shapes and prints spanning ready-to-wear clothing, shoes, bags and accessories.
The Hacker Project was launched in London’s East at the immersive Gucci Circolo pop-up and in West End at Dover Street Market and Harrods department store.
The collaboration’s name is derived from the idea that Gucci is “hacking” the Balenciaga brand, an idea that was first explored in Gucci’s Aria collection in April 2021.
In Shoreditch visitors can visit the Gucci Circolo pop-up on Chance street which opened in October this year and has now been taken over by The Hacker Project.
When entering the pop-up visitors enter a camera-filled runway from the April catwalk, sit and enjoy city views at its café and enter the Gucci music-hub with walls lined with vinyl records from selected artists.
The pop-up will remain open in its current form until 5 December 2021 when it will enter its third and final phase.
In Dover Street Market the Hacker Project was launched with an immersive installation showing Balenciaga branded fixtures spray-painted with Gucci graffiti.
In Harrods visitors can find the collection in the exhibition windows on the Ground Floor.
The collaboration was launched exclusively in Gucci stores and in designated pop-up spaces and can be seen in 71 additional locations globally including Milan, Singapore and Paris. It is also available online.