Flora:Living Postcards

Designed by: Momoko Nakamura (momonoma)
For client: GUCCI Floor area: 200.00 M² Year of completion: 2019
Submitted for: Exhibition of the Year


About the Project

Flora print that representing Gucci’s motives made a fresh start with new colors as Japan limited Flora collection.
The Japan limited handbags and small leather goods, the Flora prints are beautifully arranged, has been on sale. Celebrating the collection that came into existence, the installation “Flora: Living Postcards” was held from Saturday April 27th 2019 through Sunday May 12th 2019 at the event space on the 7th floor of Gucci Ginza. The space created by the production designer Momoko Nakamura, let us have an illusion that we were actually in the world of Flora illustrations. There, people were impressed how much Flora has colorized the Gucci creations while expressed by a variety of materials and items.

At this installation, Flora themed accessories, wears, and table wears that singled out from the Gucci archives were displayed. The production designer Momoko Nakamura, who elected to Alessandro Michele in 2016 and collaborated with Gucci, re-collaborated for this event. Artificial trees made of transparent acrylic fibers and mirrors were placed mixed in with natural trees. Flora motives were printed on the wooden walls. On the floor, the Flora patterned carpet combined with metals and mirrors was placed. This was the very dreamy space that showed the fusion of the new collection and the sensibility of Nakamura.

What’s unique about it

Nine bouquets that tie up seasonal flowers, berries, butterflies, dragonflies, and insects are vividly drawn; Flora prints has been succeeded for a long time as the symbol of romantic imagination.
We aimed for creating the space that let people find Gucci, the luxury brand, is continue evolving as well as it keeps classic style. To accomplish, we expressed the feeling of the flat motives sterically by using various materials, colors and objects.
UV print, a printing method, that can print on no matter what material is was used for this Flora print occupying the whole space. Because of this, the space had the sense of unity as Flora while various materials were used, such as wood, glass, acrylic fiber, stainless steel.

Mannequins’ heads were shaped like the Flora inspired insects head, and the legs of the furniture for displaying principle archived items were shaped like insect legs. These unique furniture legs are made of FRP, and were very particular about the details of the wings, tactile, and the tips of nails.
The three tree objects made of acrylic mirror that expressed an arch were placed the center of the space, played the role of the symbol welcoming the audience. The objects were constructed by polyhedron acrylic mirror which UV printed Flora all over. From the trunk to the branch, mirror material made gradations to transparent acrylic material. Moreover, every Flora pattern printed on the each part was made to interrelate by utilizing 3D mapping technique.

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