The Art Of Silk

CLIENT

Gucci

Role

Web

Honors

SOTD - Awwwards

FOTD - Fwa

A tribute to Gucci’s heritage, reimagined through digital design.

Nine visionary artists reinterpret iconic Gucci silk scarves across five unique themes. Their works converge in a real-time 3D gallery — a virtual space designed to immerse users in the creative spirit of the collection.

Alongside the gallery, a Creative Wizard lets users personalise their own scarf, blending artistic expression with brand elements in a playful and highly visual journey.

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A museum-inspired experience

We designed a central scene that honours each product without modification, allowing the focus to remain on the colours and moods defined by the artists.
Each virtual room, intentionally minimal and immaterial, showcases a different creative vision.

The scarves are placed with custom fabric distortions that, viewed together, generate captivating visual patterns. A subtle displacement effect simulates the fluid, lightweight nature of silk.

Navigation happens through a gentle rotation of the entire space, creating a sense of continuous motion — a dynamic reinterpretation of the classic product carousel.
Just don’t call it a carousel.

Make your own

Create your own masterpiece

At the core of the experience is a web-based 3D configurator that empowers users to customise their own Gucci scarf — from blank canvas to digital artwork.
Through a few intuitive steps, they can manipulate colours, apply brand elements, and incorporate visual assets from the artists’ works to produce something truly personal.

The result? A saved, shareable creation that bridges product interaction with brand storytelling.

A narrative that evolves with every user

This personalisation path is more than a feature — it’s an invitation to co-create.
Users don’t just explore a collection; they become part of it, blending Gucci’s legacy with their own creative instincts.

A brand rooted in history, but always open to reinterpretation — and ready to be rewritten.