Gucci’s Vision Pro App: An Immersive Storytelling Experience
Although not particularly interested in fashion or able to afford Gucci’s products, I was skeptical but curious when I heard about their app for Apple’s Vision Pro virtual reality headset. Despite my initial doubts, I downloaded the free app and was immediately surprised by its focus on storytelling rather than product promotion.
Upon opening the app, you are presented with a documentary about Gucci’s new creative director, Sabato De Sarno, who was previously unknown to me. However, the app’s main purpose is not to introduce De Sarno but to showcase Gucci’s dedication to storytelling through a technologically advanced platform.
The documentary initially plays as a traditional 2D film, but it soon transforms into an immersive experience that takes advantage of the Vision Pro’s capabilities. Without spoiling the experience, I can say that there is a moment where the film transports you to the setting of De Sarno’s first runway show, a street outside a Milan church, creating a convincing and subtle illusion.
The app also includes interactive elements that allow users to interact with and manipulate products featured in the documentary. This feature is particularly impressive, as it is the first app I have used that allows for direct object manipulation with both hands.
Notably, the app does not contain any commercial elements, such as a store or product pages. The focus remains solely on the storytelling, which is remarkably compelling. Despite my initial indifference towards Gucci, the app successfully captured my attention and made me appreciate the power of storytelling.
While the Gucci Vision Pro app may not be a reason to purchase a Vision Pro headset, it highlights the potential for companies to explore new storytelling methods using technology. The app sets a high standard for immersive storytelling experiences and deserves praise for its innovative approach.
