of ephemeral stores inspired by the pins seen on interactive digital maps. 

The initiative debuts this May in cities around North America including in Costa Mesa, Manhasset, and New York City on May 1; Portland and Charlotte on May 17; and in Toronto, Canada, on May 4.

Designed to provide an immersive shopping experience, the ephemeral stores aim to celebrate the featured collections, presented as unique and precious works of art, while connecting and engaging with clients over the world. 

Inside, visitors can expect “a dream-like hub” enriched by colorful neon installations, which strikes in contrast, with the timeless styles on display. 

Similarly to the campaign, the Gucci Beloved lines were designed by creative director Alessandro Michele, as an ode to the past and present. 

“The Gucci Beloved Lines, a reference to the House's past and the way it defines its
now, are all designed by Alessandro Michele with a contemporary approach to
archival elements. These motifs and styles, so inherent and distinctly Gucci, become renewed in pieces that are created to be worn again and again, transcending seasons and trends,” the company described in a news statement. 

Gucci glamour accessories include the Dionysus bag, which features two tiger heads shaped in the form of a spur; the Gucci Horsebit 1955, distinguished by a double ring and bar; the GG Marmont is defined by the Double G; and finally there is the Jackie 1961, known for its curved half-moon shape and emblematic piston closure.

As part of the in-store initiative, the opening of Gucci Pins will also launch a new series of handbags in Precious Gems colorways. 

The collection launched with a campaign this month that takes a string of well-known stars on The Beloved Show, a version of a late-night “Hollywood” talk show.