Gucci is launching it’s first temporary (read: pop-up shop) dedicated to trainers. Or as my American compadres would say, sneakers. Or as I would say, creps. But not everyone is from East London, or can pretend to be. If you don’t know who you are, then I suggest counting the chequered shirts in the wardrobe.

Called Gucci Icon Temporary, this project is aiming to appeal to recession strapped KanYeezy’s. Launching on October 23rd for 2-3 weeks, the GI-T first pops up in New York on Crosby Street, then heading to Art Basil Miami Beach in Miami’s Design District for December, followed by London, Tokyo, Paris and Hong Kong in 2010.

Mock-up on how the GI-T pop up store will look in every city.

The Gucci press release states that: “Like other luxury retailers in the recession, Gucci is looking for high-impact, lower-cost methods of generating interest in the brand, especially among style leaders who may not be moved by conventional forms of advertising.”

Hmmm.

“Gucci Icon-Temporary units will feature 18 exclusive sneaker styles — 16 for men and two for women. Incorporating classic Gucci design elements such as the GG logo and a stylized version of the Gucci red-and-green web detail, each shoe has an embroidered “Limited Edition” label inside and a silver or gold metal dog tag hanging from the laces. Leather tags on shoe laces can be customized and embossed with a shopper’s initials.”

“In addition to the Limited Edition shoes, Frida Giannini, Gucci’s creative director, collaborated with DJ, music producer and sneaker enthusiast Mark Ronson on the design of Gucci Ronson sneakers. A new Gucci Ronson version will be introduced at every leg of the itinerant project. Icon-Temporary sneakers are priced from $500 to $1,400, and Gucci Ronson shoes, $500 to $600.”

Judging by my dodgy currency changing skills/market value calculations, I estimate that the Gucci (‘GUCCI MAAAAAAAAAAAANE’) will be priced about £350 to £800 and the Ronson’s from £350 to £600. Although don’t quote me on that. That’s just my guestimate.

Can I offer you an overpriced shoe, ma’am?

Mr Ronson himself says: “I spent many, many years as an avid sneaker collector, so I wanted to make sure these Gucci shoes were truly special from an aesthetic and collectable point of view,” said Ronson, who produced a 12-inch vinyl record of limited edition tracks that will be given to customers who buy Gucci Ronson sneakers as a gift.’

Gucci is the latest house to devise its own creative strategy to entice consumers into spend spend spend. I’m not sure though how having kicks that start from over £200 are going to persuade us to part with the green. Gucci isn’t planning to market GI-T in the conventional fashion, instead relying on word-of-mouth.

“By its nature, this is a project that will generate its own momentum through word of mouth,” di Marco said. “But we will also be harnessing the power of the Internet, especially blogs and social networks and using flyposting. We studied innovative, highly targeted tools based on the customers that we expect to attract.”
Source: WWD

Does that include readers of esper? If so Gucci, I’m expecting a nice fat cheque in the post.