GUCCI CHINESE NEW YEAR 2025
What we do
Communication
Digital
In Gucci’s 2025 Year of the Snake visuals, the “Spirit Snake” emerges as the core design motif, seamlessly integrated with the brand’s iconic elements such as the GG Monogram and the signature Ancora Red. Symbolizing transformation and renewal, the snake is an image deeply rooted in Gucci’s longstanding heritage. Reinterpreted through the visual language of traditional Chinese paper-cut window decorations, the Spirit Snake is situated naturally within the cultural context of the Lunar New Year.
At the same time, the sense of reunion and togetherness associated with “home” during the New Year is distilled by Gucci as a central narrative, directly shaping the interaction logic and experiential rhythm of the CNY mini program.
The final mini-program experience is not a collection of isolated pages, but a cohesive, immersive journey—guiding users fluidly through Gucci’s living room, balcony, and wardrobe. Without the need for explicit navigation, users are gently drawn into the scenes. Through interactions such as unfolding and selecting window-cut motifs, they naturally unlock CNY red envelopes, exclusive wallpapers, and related product information, fulfilling gifting and collecting desires while fully immersed in the festive atmosphere.
Photography: GUCCI
Full Story
GUCCI CHINESE NEW YEAR 2025
In Gucci’s 2025 Year of the Snake visuals, the “Spirit Snake” emerges as the core design motif, seamlessly integrated with the brand’s iconic elements such as the GG Monogram and the signature Ancora Red. Symbolizing transformation and renewal, the snake is an image deeply rooted in Gucci’s longstanding heritage. Reinterpreted through the visual language of traditional Chinese paper-cut window decorations, the Spirit Snake is situated naturally within the cultural context of the Lunar New Year.
At the same time, the sense of reunion and togetherness associated with “home” during the New Year is distilled by Gucci as a central narrative, directly shaping the interaction logic and experiential rhythm of the CNY mini program.
The final mini-program experience is not a collection of isolated pages, but a cohesive, immersive journey—guiding users fluidly through Gucci’s living room, balcony, and wardrobe. Without the need for explicit navigation, users are gently drawn into the scenes. Through interactions such as unfolding and selecting window-cut motifs, they naturally unlock CNY red envelopes, exclusive wallpapers, and related product information, fulfilling gifting and collecting desires while fully immersed in the festive atmosphere.
Photography: GUCCI
What we do
Communication
Digital
Full Story
The opening animation launches Gucci CNY through the iconic red elevator, tracing and paying tribute to the brand’s founding journey.
The UX interaction logic and key visual design work in close synergy to shape the Gucci CNY experience.
The breathing light button and subtly revealed guidance elements introduce gentle, refined cues to the interaction.
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