DEMNAXGUCCI
Intern Project at MATTE Projects
Created using RHINO and Blender
Created using RHINO and Blender
The Interns at MATTE Projects designed an immersive launch experience for DEMNA’s debut as Gucci’s Creative Director. Set in the KNOCKDOWN Center in Queens, the project fused Gucci’s classical Palazzo Settimanni elements with the raw brutalist warehouse, reflecting DEMNA’s avant-garde style meeting Gucci’s legacy.
Immersive vignettes highlighted iconic Gucci eras, culminating in a celebration of DEMNA’s arrival. Guests could explore archival looks, take photos, and step into Gucci’s history through multi-sensory experiences combining set design, furnishings, archival pieces, and live model performances.
At the center of the room, curtains part to reveal an Italian courtyard with a scorched bridge symbolizing DEMNA’s philosophy of old leading to new. Below, a grassy meadow full of life represents the possibilities ahead as models walk across the bridge in DEMNA’s new Gucci collection.
Immersive vignettes highlighted iconic Gucci eras, culminating in a celebration of DEMNA’s arrival. Guests could explore archival looks, take photos, and step into Gucci’s history through multi-sensory experiences combining set design, furnishings, archival pieces, and live model performances.
At the center of the room, curtains part to reveal an Italian courtyard with a scorched bridge symbolizing DEMNA’s philosophy of old leading to new. Below, a grassy meadow full of life represents the possibilities ahead as models walk across the bridge in DEMNA’s new Gucci collection.