GUCCI - eyewear
A visual narrative for Gucci eyewear that uses anachronism and Olivetti design to bring profession, memory and digital culture into relation.
The strategic premise
How can a contemporary object be told without tying it back to its own time? The project began within a creative call for Gucci, with one clear constraint: a model from the eyewear line had to occupy the absolute centre of the visual narrative.
The strategic challenge
Pandemic restrictions had multiplied collaborative projects across digital channels. What was needed was a narrative context able to support the product without absorbing it, giving it a cultural function as well as an aesthetic one.
The process and the vision
The research moved through Gucci's historical heritage and its contemporary creative direction, until it found a possibility of visual anachronism. The story shifts to 1950, the year the Olivetti Lettera 22 came to market.
The typewriter builds an assonance between the eyeglasses of the nineteen-fifties and the contemporary role of eyewear within the ecosystem of the creative industries.
The design synthesis
The anachronism does not push the product away: it brings it into focus. The Gucci frame emerges in a scene suspended between archive and present, where the reference to Olivetti builds depth without taking centrality from the object.
