Italian fashion house Gucci is taking to a popular playground for the rich and glamorous in a colorful campaign for its newest capsule collection.
The lighthearted campaign for Gucci Pineapple is set at Palm Beach’s Colony Hotel, offering an antidote for the winter blues. Gucci tapped Tyler Mitchell to photograph and direct the campaign, with creative direction by Alessandro Michele and art direction by Charles Levai and Kevin Tekinel.
Guests in an elevator playfully push the buttons for each floor. The spot also offers brief glimpses into different rooms, as people read, talk on the phone or play with a video camera against whimsical pastel backdrops.Poolside, a Gucci briefcase adorned with pineapple graphics and the phrase “What’s Inside” is posed on a diving board along with some pineapples. In another shot, a model lounges on the board and someone off-camera throws a pineapple into the pool.
In a quick succession of shots, the men individually primp in the mirror, adjusting their hair or sunglasses.The parallels among the guests continue, as the models each stylishly stroll down their respective hotel hallways. Each room key is briefly shown, with their unique styles reinforcing Gucci’s appreciation for individuality.
The collection is being showcased in Gucci stores around the world through dedicated window displays and pop-up installations in Beverly Hills, Chicago, Aventura and Ala Moana. The product selection is also available online at gucci.com .Last fall, the Italian fashion label set its most recent Aria collection campaign at a hotel inspired by The Savoy Hotel in London. House founder Guccio Gucci worked at The Savoy as a bellhop, making the setting a historical reference as well .
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