Gucci has stated that the idea behind the tickets is that consumers are gaining access to an illuminating experience. On the mobile site that the scanning feature will take visitors to, users will have access to elements relating to the campaign such as downloadable wallpaper, products from Gucci for purchase and more illustrations from Mr. Monreal.
The stores in which tickets will be given away will also include virtual reality headsets with which customers can immerse themselves into the campaign. Gucci has created a variety of 360-degree panoramas based on the animations from Mr. Monreal in a “dreamlike universe.”
Gucci will also be showing off its creatures from its Gucci Garden in various content for the spring/summer campaign. Gucci opened the doors to a physical Gucci Garden in Florence in January as an exploration of the brand’s imagination and creativity.
Mr. Monreal’s participation with Gucci comes from its 2015 #guccigram project, which is how the brand discovered him. He also recently produced the brand’s December Gift Giving book.