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On Monday, the Italy-based luxury house announced a new run of what they tout as "ephemeral stores" in five different locations across the U.S. and Canada, all inspired by the pins seen on digital maps. The stores will debut on Jan. 6 and feature pieces showcased in an immersive environment straight from the mind of creative director Alessandro Michele.
Those in Downtown Los Angeles and/or Brooklyn will be treated to two temporary stores featuring the collection. Meanwhile, areas within Gucci boutique shops in San Francisco, Chicago, and Holt Renfrew Yorkdale in Toronto will be overhauled to serve as temporary installations.
The pin locations fittingly draw inspiration from the forces of nature, with one highlight including spotlights that recreate the experience of staring into a star-filled sky from inside of a tent.
Visitors, by way of QR codes, are also gifted with nature sounds in 8D audio. Furthermore, each pin locale—through a unique collaboration with AR company Niantic—is also an official Gucci PokéStop. Adding to this facet of the space, Pokémon GO enthusiasts will have the option of cycling through a trio of digitally wearable collection pieces.
The Pokémon Go team later detailed the limited-time digital drop, revealing that it features t-shirts, hats, and backpacks. The avatar items will be available at over 100 PokéStops around the world.
The North Face x Gucci collection will first launch in these pin locations from Jan. 6, followed by online and select Gucci store availability later this month. Below, get location info for the pin experiences:
134 N 6th Street, Brooklyn, NY, 11249
Downtown Los Angeles
2120 East 7th Place, Los Angeles, CA, 90021
240 Stockton Street, San Francisco, CA, 94108
900 North Michigan Avenue, Chicago, IL, 60611
Toronto (Holt Renfrew Yorkdale)
3401 Dufferin St, North York, ON M6A 2T9, Canada