A SECOND HOME: It seems as though London has become a second home for Gucci.
The Italian luxury brand is supporting Tate Modern’s “Electric Dreams: Art and Technology Before the Internet” exhibition, which runs from Nov. 28 to June 1.
The showcase traces technology from the ‘50s until the dawn of the internet age and features more than 70 artists and more than 150 works, from psychedelic installations to home computers and video synthesizers.
The pieces on display are an eclectic mix.
German artist Otto Piene’s “Light Room (Jena).”
Courtesy of Tate Modern/Otto Piene Estate
The pieces include Japanese artist Atsuko Tanaka’s “Electric Dress” from 1957, which is a dress made out of lights that resembles a Christmas tree; “Dreamachine no.9” from the British Canadian artist Brion Gysin, a homemade mechanical device that creates patterns, and German artist Otto Piene’s “Light Room (Jena),” a light installation that surrounds the whole room.
Gucci is supporting the exhibition after staging creative director Sabato De Sarno’s cruise 2025 show in the city, which has led to a variety of activations in London, from partnering with London College of Fashion on an academic scholarship as part of its Gucci Changemakers London program to tapping Debbie Harry to feature in the brand’s “We Will Always Have London” shot in the city.
A look at the Gucci cruise 2025 preview photographed for WWD.
Kasia Bobula for WWD
Earlier this month, the brand published its fourth volume of “Gucci Prospettive,” a series of art books that convey the De Sarno’s artistic vision.
Across 131 pages, “Gucci Prospettive: Ancora Londra” documents the city’s landmarks, from the River Thames to the National Theatre on Southbank, as well as locations that have a strong resonance for Gucci such as The Savoy, where house founder Guccio Gucci worked as a luggage porter in the early 20th century.
