Gucci Music Festival #C2CMLN
March 24, 2017
Gucci Drops the Beat
Gucci has been singing a new tune lately, and we’re not talking about the strings of its funny yet stylish, meme campaign for its new watch collection. (Check out our favorite memes below.) The maison has also surprised the fashion and entertainment industries again by recently announcing that it will host a “mini” electronic music festival dubbed #C2CMLN on March 30, 2017 at its Milan HQ. Knowing the wildly lavish styles Gucci showcases season after season, this will undoubtedly be the most fashionable music festival ever.
#TFWGucci Social networks are our everyday vernacular, creating endless archives of images that are entertaining, disturbing, or titillating. @meatwreck, a collaboration between artists Mitra Saboury and Derek Paul Boyle, enlivens the digital stream with their own blend of organic and surreal imagery. A foot sprouts plants, a piece of meat is framed, or a woman sleeps between mattresses instead of on top. Inspired by @beigecardigan, the duo pictures a #LeMarchédesMerveilles timepiece for #TFWGucci bursting out of the wearer’s suit. ‑ Text by @kchayka. Discover more through link in bio.
#TFWGucci Documentary photographer @littlebrownmushroom (Alec Soth) is known for his melancholic images that capture small-town landscapes and people. With a sly wit, his bare-bones memes have the same creative focus that makes him an art-world social media favorite. His Instagram account is a playful mix of his latest photos, funny screencaps, and cryptic text message exchanges, and his sharp take on the Gucci #LeMarchédesMerveilles watch for the #TFWGucci project — conceived of and photographed solely by Soth himself — would fit right in on both Reddit and the runway. – Text by @tatianaberg. Read more through link in bio.
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#TFWGucci Illustration powerhouse @emilianoponzi is the perfect artist to reinterpret the nose-pressed-against-the-glass meme convention with his sweet, storybook aesthetic. Ponzi’s illustration career has taken him from The New Yorker to Le Monde with visual storytelling. For #TFWGucci, he riffs on the iconic Kermit meme, but turns the frog into a bunny, impatiently waiting for the #LeMarchédesMerveilles watch to arrive. @Mytherapistsays delivers the laconic caption to the meme. – Text by @tatianaberg. Discover more through link in bio.
#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.
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From design to ad campaigns, Gucci’s brand is synonymous with “over the top” and doesn’t do anything underwhelming, so why would their new music festival be any different? The Gucci hub will be transforming its offices into a magnificent event space. In addition, the hub’s largest warehouse space, which used to be an aircraft hangar, will act as the heart of #C2CMLN’s invite-only event.
This might be Gucci’s first dive into a big music production; however, with Venezuelan producer Acra, known for his collaboration with Kanye west, Bjork, and FKA Twigs, leading the lineup of DJs and performers, it’s going to be a stellar time. Other performers include Berlin-based Amnesia Scanner, UK artist Gaika, Toxe, and Staycore.
Visuals for the evening are expected to be just as incredible—because duh, it’s Gucci—as they’ll be provided by artist Jesse Kanda, who has worked with the likes of Maison Margiela and Comme des Garçons.
This highly-anticipated event is a satellite event to Italy’s Club to Club Festival which kicks off in November. While it is invite-only, you can apply for access here. If you’re lucky enough to be in the area or can fit traveling to Italy into your agenda, we’re sure that this will be a trip worth while!
Hero Image Courtesy of Gucci