Ryan Gosling explores travel fantasies in Gucci’s new Valigeria ad campaign.
From the eclectic minds of Glen Luchford and Alessandro Michele, this campaign has the lines that divide reality blurred and hazy. From the Gucci Savoy line, Gosling is surrounded by trolleys, hard and soft suitcases, duffle bags, trunks, hat boxes, and cosmetic cases. Gosling assumes his position as a figure in his own niche of this fantasy, fictional world in a universe where travel is first regarded as a mental space.
“Travel for Gucci was never purely physical. Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys,” Michele explains his goals with this campaign. He continues by stating, “This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a “non-place” that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase.”
The Gucci Savoy is based on the London hotel where Guccio Gucci served as a porter when he was 17. He had traveled far from his native country, first settling in Paris and then moving to London. The Valigeria campaign’s central idea was inspired by the various cultures that Guccio encountered during this pivotal period in his life.
This stretching of time and space is evident in the town of Valigeria, where Gosling resides. The house’s trunks serve as both an illustration of this world’s bewildering limits and a doorway for Ryan Gosling to enter a narrative inversion created by the Maison.
Photos by: Gucci
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