GUCCI World

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Published October 26, 2009

I mean, you’re not even a brand if you don’t have an iPhone application at this point. Oh, did saying application, rather than the Twitter-friendly app, just date us?

GUCCI has designed its first such “app” to coincide with the New York launch of its ICON-TEMPORARY pop-up boutique series at 43 Crosby Street. If you’ve raced ahead and downloaded the Gucci App, you needn’t read on, because you would have received news on your phone of all of Gucci’s lifestyle happenings. If you’re not hip to the kids, breathe deep, here’s what you’re missing: The Pop-Up shop stocks footwear, emphasizing the GUCCI RONSON, a colorful top-sider/sneaker hybrid. The high-tops are in the store; the low-top Ronsons are exclusively available from the application. Via phone you can also access playlists compiled by Ronson and GUCCI designer Frida Giannini. You can turn your iPhone into a turntable using GUCCI BEATS, touching the machine’s screen to scratch records selected by Ronson.

And while the Internet might seem to offer limitless objects for consumption, GUCCI means “while supplies last.” When the last shoe is sold from the ICON-TEMPORARY store, GUCCI is closing up shop and moving to its next locations, which include London and Berlin. Ronson, Evan Rachel Wood, Claire Danes, and Mary J Blige all piled in this past weekend for a sneak-peek.