Bloomin’ lovely

Explore the Gucci Garden in a new online game
Film+TV | 4 August 2020

In celebration of their latest Bloom fragrance campaign, the green-fingered folk at Gucci have released a new online game to get people in the virtual headspace of their ethereal Gucci garden.

The game is exclusively available on the brand’s official app and makes up the latest addition to Gucci’s Arcade. Launched last year by Alessandro Michele, it’s a platform intended to connect vintage games, house design codes and collection references all in one place. Existing games include Gucci Ace and Gucci Bee, modified takes on arcade classics that have been reimagined through Gucci-tinted glasses.

The new Bloom game allows players to traverse a labyrinthine garden in which they must use a fairy dust light beam to convert the garden’s blossoms into bloom. Think you’ve got what it takes? Each player can select an individual avatar based on the stars of Gucci’s latest campaign: actress and director Anjelica Huston, singer-songwriter Florence Welch, actress Jodie Turner-Smith, and designer Susie Cave.

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