Gucci, London

Gucci's current scheme here in London is of course always such superb quality. Dull, but superb quality nonetheless. What this company do so well is perfect presentation that oozes luxury. One can even smell the store along the street. It is however, I feel, quite boring. Yes, they dress well, yes they use the best photographers, yes they present everything to minute detail, but its the same old stuff over and over again. Large format graphic (albeit in this case a leticular - which those of you who are not aware of what this is, its essentially two images in one which as you move around it changes and gives the illusion of depth - hmmmmmm). It differs very little from their previous scheme which was exactly the same format only using Black and White images of their old / original stores. Innovative stuff hey? I love the quality of this brand but they seem to have lost the edge they once had, which they then found again, and then lost it. Of course they have their core customers who will always buy this stuff and the ones who aspire to be able to buy it. In the meantime, I just can't help yawning.