Gucci Slows the Visual Pace With Winter 2025 Eyewear Campaign in Dubai
Compared to Dubai’s highly expensive skyline, Gucci seems to have deliberately done the opposite in its campaign for its Winter 2025 Eyewear range. The fashion wear campaign consists of paused visuals installed in uni-poles distributed all over Dubai, following on their last DOOH pop-up.
The campaign presents a lone male model lined up along a serene landscape by the sea, caught in soft and fading light. The image falls back on mood, which is created by dull colors, ample space, and distance that allows the sunglasses to occupy the frame in their natural place rather than grabbing the focus.
It is a feeling that permeates as far as the product itself. The eyewear collections restyle Gucci’s iconic elements with a delicate confidence – strong acetate temples and finely assembled metal frames featuring Interlocking G logo details.
In out-of-home, the choice seems deliberate. Rather than relying on scale to exaggerate the noise of an image, Gucci relies on scale to calm it down. The positioning of the uni-pole, raised, unobstructed, and continuous, reflects this visual language, giving the image room to breathe as the traffic flows below.
The result is an attitude of quiet luxury. The Winter 2025 Eyewear campaign is an attempt at showcasing the brand's self-assurance in its design language, which is timeless, iconic, and casual enough to be low-key.
Gucci’s campaign adorned Dubai’s uni-poles in the first week of December.
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