For Gucci's "The Artist Is Present" exhibition in Shanghai, branding is the least of its worries as the Italian label pushes its way forward to create a truly stunning art showcase of the many talents scouted by Alessandro Michele.
Curated by Maurizio Cattelan, the theme of the exhibition is the idea of "counterfeit and copying", and perhaps the one things that really screams "GUCCI!" within the exhibition is the Lego-fied Gucci Sylvie Bag by artist Andy Hung.
An iconic silhouette inspired by Sylvie Vartan in the 60s, the Sylvie bag gets a 180-degree transformation in form of Lego pieces by the Hong Kong-based, Lego-certified artist.
And here's what he has to say about his journey with Gucci:
Is Gucci your first ever fashion partnership? How was the experience working with Gucci?
Yes, it is true! It was very exciting because I got to work with great professionals pushing me to create something beyond my habitual subjects.
What do you think about the Sylvie Bag and how do you think the bag resonates to LEGO and what you do as an artist?
The GUCCI Sylvie Bag is an iconic bag in fashion and the LEGO bricks are iconic in their segment as well – so it was great to combine these two extremely different things together.
In this creation, I tried to maintain and respect both the two significant characters and heritages.
The Gucci "The Artist Is Present" exhibition is now open to the public until 16th December 2019 at the Yuz Museum, Shanghai.
Find out more about the exhibition at www.gucci.com.