Gucci Announces New Immersive Pin Locations Celebrating The North Face X Gucci Collection

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.

Gucci’s creative director Alessandro Michele is a known fan of the eclectic ’70s’ aesthetic. From disco collars to pleated lamé, his love for a vintage feel runs deep in his tenure at the brand.

The North Face, which was founded in 1966, introduced Michele to the outdoorswear brand’s archives to serve as inspiration for the collaboration. The end result is camp, in both its definitions of the word.

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.