Gucci turned heads as they celebrated the launch of their brand new beauty counter in Nordstrom’s New York flagship store. The 3 day beauty activation took place on August 4th, 5th and 6th during the famed Nordstrom Anniversary sale.
All through the event every Gucci client who made a purchase had themself turned into a fun fashion illustration by Fashion Illustrator, Deanna Kei. With the gorgeous new beauty counter located in the center of the selling floor adjacent to the elevators, Gucci was perfectly positioned to draw a crowd. Many passing shoppers stopped to watch the illustrator and learn about the event. The artist was happy to explain the promotion and guide them to the Gucci counter on either side of her station, where they were met by the Gucci beauty specialists. Some new beauty clients were already fans of the brand. Others who stopped by to check out the event shared that they were shopping around for gifts when the sketches caught their eye. One woman who asked the illustrator “oh, does Gucci carry anything for men?” later left happily with a fragrance purchase and a sketch of herself. Another passing group who gathered around the illustration table expressed that they didn’t know Gucci had a beauty line and were excited to check out the counter. A family who came over to watch the artist also later left with a bag full of Gucci and their matching sketches.
By day 3 of the event, the entire Nordstrom store was buzzing about the brand. Employees from other floors had come by to shop Gucci and get sketched too after seeing others carrying their sketches through the store. One even brought their client from another brand to make a Gucci purchase. Nordstrom covered the event on the Nordstrom New York instagram page, and social media was buzzing all week as shoppers shared their Gucci sketches in insta stories.
The Gucci Illustration activation was such a creative way to get people excited and talking about the new counter, and to foster a feeling of connection between Gucci and its fans. Long time clients were able to experience the brand in a new way, and first time shoppers will undoubtedly fall in love with their new purchases and become lifelong Gucci clients!
Below are some photos from the 3 day event!
Deanna Kei is a New York based live event illustrator who turns guests into fun fashion illustrations, and also works with brands to create unique and engaging content featuring their products. She’s available to book for both live and virtual events. *To commission illustrations for your brand contact deannakei@gmail.com
