Gucci is celebrating a collaboration with The North Face by launching ‘immersive pin locations’ that debut in Australia and China this week. 

The Italian luxury house announced a new run of distinctly designed stores that can be accessed using Gucci Pins that can be seen on digital maps.

In Sydney and Melbourne, the Gucci Pins will be home to an exciting virtual counterpart that kids at heart will enjoy: a Gucci PokeStop. Thanks to the partnership with augmented reality company Niantic, the collection is landing in the virtual environment of Pokemon Go, delivering an immersive experience that encourages its community of players to go out and explore the outdoors.

Alessandro Michele, Gucci’s creative director, designed each store filled with patterns and special effects to feature the collection in an immersive environment. 

The collection for both men and women comprises ready-to-wear, soft accessories, luggage and shoes, as well as some more unexpected pieces linked to the outdoor world of The North Face, such as tents and sleeping bags.

The North Face x Gucci Collection is in line with both the two brands’ commitments to eco-sustainable activities. Luggage contains Econyl – a nylon fabric sourced from regenerated materials (from fishnets, carpets and other scraps) that can be recycled and recreated, helping decrease its ecological footprint. Additionally, the colour palette was inspired by the ’70s and curated from The North Face materials library. Archival fabrics have been partially incorporated into the collection to give them a new life.

The collection will be available at the pop-up store in Chadstone, Melbourne, from Friday, January 8 and the Sydney Flagship Store from Saturday, January 9.

A limited selection of The North Face x Gucci pieces will also be available online at gucci.com.