GU

For the launch of GU’s FW26 Special Collection in Japan, six immersive environments translated the collection’s core themes — Classic, Sport, Utility, Minimal, Playful and Cozy — into distinct worlds. The collection marked Francesco Risso’s debut as GU’s Creative Director.

Part film set, part stage, each environment was animated by models wearing the collection and performing activities that brought its personality to life. Across the six spaces, shared rituals of gathering, conversation and trying on clothes created a common thread between each world.

Guests were invited to step into the scenes themselves, blurring the boundaries between spectator and performer, reality and fiction. With two programmed moments in each environment throughout the day, the experience evolved from morning to evening, creating a lively and ever-changing expression of Risso’s debut at GU.

︎︎︎CLASSIC

︎︎︎UTILITY

︎︎︎ Production
︎︎︎ Design
︎︎︎ Creative Management
︎︎︎ Programming

︎︎︎ Experiential Format

︎︎︎ Project Management
︎︎︎ Budget Management