Yes, the Gucci app for Apple Vision Pro is amazing
When Gucci published the “enhanced edition” of “Who is Sabato De Sarno? A Gucci Story” exclusively on the Apple Vision Pro spatial computer, it may have raised some eyebrows, but it’s really just Gucci’s latest move in a long-term strategy to strongly position itself in augmented reality technology that’s been underway since 2019.
Revealing the inspirations behind the House’s collections, the Gucci App presents ready-to-wear and accessories through engaging narrative and innovative features. With the app, users can download wallpapers, take pictures with stickers and motifs, use Augmented Reality to decorate spaces, virtually try-on accessories and scan select item’s authenticity certificates. Watch Gucci fashion shows, play Gucci Arcade games, personalize products in the Gucci DIY section and, through an immersive 3D experience, discover the House’s signature bags. Enter special sections, such as Gucci Places, to explore curious corners of the world, and Gucci Garden, designed with the creative spirit of the exhibit space in Florence.
When you first open the app, you’re presented with a documentary video telling the story of the brand’s new creative director, Sabato De Sarno. Again, I didn’t know anything about De Sarno, and had never heard of him before watching this video. That, to be clear, isn’t the point.
The point is that Gucci invested the time and energy required to build an app for Vision Pro, not to sell you anything, but to tell a story. The video itself is probably what you’d expect from a fashion house making a film about its creative director.
It doesn’t stay that way for long, however.
I’m not going to give away all of the details because — if you have access to a Vision Pro, you should definitely download the free app, and you should definitely watch the documentary. I don’t want to spoil it for you.
What I will say is that the Gucci app manages to take advantage of the Vision Pro in a way that few other apps do. It’s not like other immersive experiences that surround you with, say, Avenger’s Tower or the Iron Throne Room.
I will say that there’s a moment when the movie starts to explain the setting for De Sarno’s first runway show–a street outside a church in Milan–when you realize that suddenly you’ve been transported there. The environment around you has faded away and been replaced by that street. It’s done in such a subtle, yet convincing way.
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MacDailyNews Take: The free Gucci app is available via Apple’s App Store here.
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