Gucci’s 2021 Resort Collection, originally scheduled to be shown in San Francisco May 2020, was cancelled due to COVID-19 impacts. Consequently, so was Black Flower Agency’s participation with the project. Not allowing the pandemic to negate the agency’s involvement, the account team quickly regrouped to develop both digital and remote alternative event concepts, which proved beneficial.
Renaming “Resort” to “Epilogue,” on July 17th Gucci presented the collection via a live digital 12-hour streaming behind-the-scenes photo shoot campaign. Immediately following its debut, Black Flower Agency coordinated efforts to bring the collection to Gucci’s US top clients based in cities across the United States including LA, NYC, Miami, in addition to Canada, by way of a remote client experience thematic to the digital presentation.
In alignment with Gucci’s sustainability commitments, the agency orchestrated all themed gifting sent to clients (local farm-sourced organic produce with personalized notes printed on recycled paper), in-home hair and make-up appointments, luxury dedicated ground transportation to local Gucci boutiques to privately view and pre-order the collection, and dinner reservations at top local restaurants implementing safety and health precautions.
The pivot to a remote activation was extremely successful and the agency team received huge compliments from Gucci and their high-value clients.
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