XR & AI Portal Vol.22 - Why we all love Gucci app on VisionPro (1/2)?

💡findings on XR & AI this week

Aug 21, 2024

【Puffinwalker’s XR Portal】

Why we all love Gucci app on VisionPro (1/2)?

Although VisionPro is still a niche market, it's already drawing interest from luxury brands like Gucci, Balenciaga, SYKY, and Mansion Margiela (in collaboration with shopping app Taobao), as well as consumer brands such as JCrew, Rimowa, and DonJulio. Their focus is primarily on fashion, entertainment, and lifestyle sectors.

Among these apps, Gucci stands out with its distinctive design and narrative style, setting the benchmark for fashion and lifestyle apps. This article will explore the appeal of the Gucci app and compare it with other apps in the genre to understand why users often say "it reminds me of Gucci" when they have a positive experience with other apps.

For those unfamiliar with the Gucci app, here's a quick rundown: Gucci's VisionPro app emphasizes brand culture, offering a journey into the Gucci universe without shopping functionality.

（If you own a VisionPro device but haven't tried the Gucci app yet, I suggest you pause right here and try the Gucci experience first.）

————— Spoiler Alert —————

The essence of the Gucci app is a 20-minute mixed-media documentary with a compelling narrative and well-paced rhythm. The app primarily plays videos in a window format, complemented by volumes and spaces (format defined by Apple), making full use of VisionPro's capabilities to provide an immersive experience that guides users throughout, showcasing the new creative director's debut concept.

Such narrative-driven apps can leave a lasting impression on first viewing but may affect subsequent engagement. It's similar to a movie you like but wouldn't rewatch once you know the plot. Of course, with VisionPro's content ecosystem still in its infancy, the Gucci app might remain a choice for users looking to revisit favorite experiences.

The launch and timeline of the Gucci VisionPro app are part of its marketing strategy, demonstrating the brand's embrace of new technology. Gucci has had apps on Apple devices before, but the release of the VisionPro version is undoubtedly tied to the introduction of their new creative director and collection, marking a new medium debut.

In January 2023, Gucci appointed Sabato De Sarno as the new creative director. In September of the same year, De Sarno's debut collection "Ancora" was launched, which is also the theme of the Gucci VisionPro app. Early in 2024, the collection began a global rollout. In February, VisionPro was first released, with the Gucci VisionPro app going live in early April, and the latest update came at the end of May.

1.Outstanding Visuals

As we initially mentioned, the app Gucci is essentially a documentary with a strong narrative direction, infused with new media and the DNA of a fashion brand. The visuals and music, complemented by spatial audio, are in line with the brand's style, and the app's theme of Ancora red is a constant thread. However, the documentary isn't so exceptional that it demands frame-by-frame analysis; it's the new elements leveraging the unique features of VisionPro that we'll focus on next.

2.Classic Engaging Narrative Structure

When the app first launched, it opened with a suspenseful question: Who is the newly appointed creative director, Sabato? A 16:9 widescreen window plays a video depicting a common scenario: users searching for Sabato's name on their phones and finding almost no information. This setup entices users to keep watching.

After addressing the question and introducing the director, the app delves into the concept and execution of the fashion show, naturally including the classic narrative of facing and overcoming challenges. While the story structure is conventional, it's effective.

But when a traditional structure meets the right medium, it can be quite charming. Thanks to the features of the VisionPro device and platform, the app cleverly combines the three main presentation formats.

3.Serving the Content: The Excellent Combination of Window, Volume & Space

Window is primarily for video playback, Volume is for small 3D elements or interactions, and Space is for showcasing larger, emotionally engaging scenarios.

Breaking the frame, the fusion of 2D video with 3D decorative elements:

While Window plays the 2D video, which is quite common, a fashion brand like Gucci wouldn't settle for just a plain camera shot, right?

Much like the short reels we often watch, the Gucci app subtly incorporates hand-drawn lines, text, and other elements into the video. These elements don't just stay within the screen but extend beyond the frame into the user's space, similar to the surprise when a dinosaur pokes its head out in the Apple immersive app, Encounter Dinosaurs. The consistency between the elements inside and outside the frame is both surprising and perfectly logical.

For more examples, when discussing Sabato's life and pet, users will see the 3D model of the dog casually strolling under the video window. Although there's no interaction, who can resist a cute dachshund? When the Ancora concept first appears, a fine red line made of floating particles gradually grows from one side of the user's space. The room in the video is filled with Ancora red balloons, and suddenly, the user's space also fills with the same balloons, floating up and fading as the video progresses. Multiple 3D elements appear and change with the story, enriching the experience.

Interactive 3D model experience:

Compared to the non-interactive models, the interactive ones focus more on product presentation, highlighting the key points.

For instance, the first interaction comes from the show's design sketches, which float out from the window, circling around the user, who can zoom in on the ones that interest them. When specific products are discussed, the 3D models appear, allowing users to interact and admire them at home (the model's details are meticulous, like the Jackie Bag, even the lining inside, which few notice, is not overlooked and uses a different material texture map than the exterior). This interactive experience has sparked interest in the product for many VisionPro owners who were not previously Gucci customers.

However, where Gucci excels (and it's in line with the brand's approach) is that although the 3D product models may pique your interest, the app does not allow for purchases. If you feel the urge to buy, you must visit a Gucci store in person. On-site experience is an essential part of luxury sales, and when you go from being an untargeted customer online to seeing the same concept displayed in the store, it strengthens the brand's image in your mind. You might just find yourself wanting to step into a store the next time you pass by. Of course, with VisionPro's current user base, it's unlikely to significantly boost store sales, but the app serves well as a branding tool.

Immersive space experience:

After discussing windows and volume, let's talk about immersive space, where Gucci has done well and where there's room for improvement.

Space is generally for providing an immersive experience, and Gucci uses it in parts of the video that need to emphasize the context. For example, when introducing the director, it instantly transports the user to a tranquil Italian town where he was born. When the video shows a lively scene, the screen switches to a high-saturation, low-brightness monochrome background that matches the video, allowing users to immerse themselves in the story's mood without being distracted from the main content. Once the scene ends, it gradually transitions back to the user's home, moving on to the next chapter.

The fashion show, as the app's main event, naturally cannot be overlooked, but it's a bit of a pity here. The immersive environment brings users to the front row of the show, and the emotional atmosphere is set, but you're still just watching a runway video on a hanging screen? I was hoping for a few models to slowly walk towards me from the sides of the triangular venue to showcase their designs. Of course, considering production costs and time, the current approach is understandable.

Update:
The addition of the Brand Portal and the gamified interactive experience:

This is what everyone first saw with Gucci. Since then, Gucci has added more scenes and features, enhancing interactivity. If you haven't updated, you should check it out.

The new update includes a brand portal that makes you feel like you're in a Gucci store as soon as you open the app, enhancing the ritual of launching the app and hinting that you've entered the Gucci world. The album also implies more chapters and content to come.

In the center is an album that you can flip through and select chapters. The new chapter introduces the iconic Babmoo Bag with gamified elements and more interaction. Once selected, you can visit Gucci's lab to learn about the history of the bamboo bag and follow a tutorial to make and assemble your own, deepening your understanding of the brand and establishing an emotional connection

In summary, the essence of the Gucci app is the successful combination of narrative, visuals, and platform features. It's essentially a documentary with limited interaction, but it effectively engages users' attention for the full 20 minutes, enhancing the brand's appeal.

After all, Attention is all an app needs in our time. :)

App Info

Name: Gucci

Platform: Apple Vision Pro

Type: Entertainment

Features:

Watch Gucci fashion shows, personalize products in the Gucci DIY section and, through an immersive 3D experience, discover the House's signature bags.

Download Link