Creative Director Alessandro Michele’s unconventional approach to luxury fashion continues to flourish in forging new directions for the nearly 100-year-old House. Today, Gucci announces its third wave of Gucci Pin, the series of ephemeral stores inspired by the pins seen on interactive digital maps. This follows the two previous chapters, with the pins launched respectively in November 2019 and January 2020 and designed to showcase the 2019 Gift Giving and the Chinese New Year collections.

Gucci Pins are connecting and engaging with clients in cities over the world and their surrounding communities. The initiative lands now in London at The Selfridges Corner Shop, where a Gucci-personalised pin will appear on Google Maps.

The Selfridges Corner Shop GG Psychedelic Gucci Pin is dedicated to the debuting eponymous collection, which is all about colour, energy, impact and a dreamlike spirit. For this, Gucci’s Creative Director Alessandro Michele has taken the GG logo and playfully reinterpreted it with a streetwear attitude through the addition of a multicolour stars motif to create a thoroughly contemporary and distinctive pattern and applied to different pieces including men’s and women’s ready-to-wear, handbags, luggage, shoes, small leather goods, accessories and a watch, and inspires a range of fine jewellery. The Selfridges Corner Shop GG Psychedelic Gucci Pin is also home to a number of exclusives, includinga backpack, a duffle bag and a bucket shoulder bag all in an exclusive green version of the GG Psychedelic print, as well as a printed scarf and a hood.

The approach channels the spirit of ‘70s psychedelia, which played with visual distortion, surreal imagery and wide colour spectrums. Coherently, The Selfridges Corner Shop GG Psychedelic Gucci Pin creates a dreamscape of nocturnal refractions and reflections. Additionally, bespoke entertainment will furtherly immerse visitors into a fantastical night club, where they are welcome to join the party.



Notes to Editors:


Founded in Florence in 1921, Gucci is one of the world’s leading luxury fashion brands, with a renowned reputation for creativity, innovation and Italian craftsmanship. Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands. For further information about Gucci, visit


The business was founded by American entrepreneur Harry Gordon Selfridge in 1909 and is widely regarded as the first and best example of a modern department store. Harry Gordon Selfridge ran the store himself until he retired in 1940. After several ownerships the company was de-merged from the Sears Group in 1998 and floated on the London Stock Exchange. In 2003 the Weston family purchased Selfridges and under their ownership Selfridges has become the epitome of a global destination for fashion, luxury and extraordinary retail experiences. In June 2010 Selfridges was named Best Department Store in the World by IGDS and retained the title for an unprecedented three times consecutively. In May 2016, Selfridges won the inaugural award for the World’s Best

Sustainability Campaign at the IGDS world summit for its long-term commitment campaign, Buying Better Inspiring Change which it launched earlier that year. At the IGDS World Department Store Forum in Toronto in 2017, Selfridges won the Best Department Store Campaign for its themed campaign EveryBODY dealing with the beauty and strength of the body beyond conventions. Selfridges has four stores; in London, Birmingham and Manchester (Trafford Centre, and Exchange Square) all celebrating exciting experiences and new product destination launches. Selfridges also operates an international website that delivers within the UK and to over 130 countries, trading in eight currencies.

Selfridges today continues Harry Gordon Selfridge’s legacy – a shopping experience that promises to constantly surprise, amaze and amuse its customers. To that end, Selfridges is three years into a £300 million capital expenditure programme due to complete in 2018. The programme includes a transformation of the London store with the phased opening of the store’s new Accessories Hall, designed to become the largest destination for luxury accessories in the world. It also includes significant investment in the brand’s digital capabilities comprising the launch of a Selfridges app and the expansion of, which has commenced in China.

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