Gucci Going Once // Hypebeast

Creative / Art Direction

— 2022

We took the archaic auction house and subverted its elitist tropes, transforming it into a Gucci-fied experience that showcased unique monochromatic works created by up-and-coming artists, whilst also leaning into the exclusivity of sneaker culture.

We asked three artists to recreate one of their most iconic works of art transforming it into a two-tone black and white version as an ode to the Gucci BW collection, allowing the sneakers to be shown as the precious works of art they’ve now become.