Gucci Icon-Temporary Pops Up in London

Thursday last week saw the launch of perhaps the most star-studded, super-luxe popup shop yet…the Gucci Icon Temporary store in London’s Covent Garden. The transitory space is dedicated to retailing seventeen limited edition sneaker designs, the star of which is the ‘Gucci Ronson’ model - a style designed by uber producer Mark Ronson and Gucci Creative Director Frida Giannini.

For Londoners, the music maestro slash sports shoe collector has concepted a herringbone-boatshoe-hightop hybrid version of the GR, a style that teeters on the edge of formal footwear. There are fifteen styles for men and two for women, which come packaged in shoeboxes designed especially for the London store. Tapping (literally) into the exclusive possibilities of the iPhone, a second London style in playful black and white polka dot leather is available to buy only from the Gucci App.  And if all that wasn’t a sneaker freaker’s dream enough, there’s the option to have your initials embossed on a shoe lace tag and if you pick up a Ronson, you will even receive a complimentary Chauffeur LP (Mark’s new band).

The store interior is painted in glossy white emulsion with an oversized signature red and green webbing band running along the walls. Having previously ‘popped’ in New York and Miami, the store will move on to Tokyo in June…once all the Ltd Edt’s have sold out.