BALENCIAGA TO LAUNCH ‘THE HACKER PROJECT’ WITH GUCCI

Balenciaga’s “The Hacker Project” in collaboration with Gucci has a launch date. Starting November 15th, the collection will be available at Balenciaga pop-up and pop-in stores.

In 74 physical spaces worldwide, unique displays and structures will introduce Balenciaga pieces that reinterpret Gucci codes and in so doing, aim to question notions of branding, appropriating, and counterfeiting.

Standalone pop-up stores and transformed Balenciaga store spaces take creative approaches to present the project’s ideas and products—cross-branded ready-to-wear, accessories, bags, and cases.

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Each physical launch includes special activations and exclusives that transform surrounding areas and recontextualize the brand, further exploring The Hacker Project’s themes.

Some of Balenciaga’s signature architectural elements—logo-shaved carpet, velvet stage curtains, and weathered metal—are reimagined for the launch. Carpets and curtains are etched with a classic Gucci all-over print, but with double-Bs subbed in for double-Gs. Aluminum displays are stained with acid to mimic scrubbed graffiti. Store windows are tagged in the graffiti style with “GUCCI.”

In selected locations and for a limited time only, double-B monogram shopping bags will be hand-tagged by a local artist at the time of purchase. These can be customized and personalized with a customer’s first name, reading “THIS IS” their “BAG.”