Gucci is set to invade all four Dover Street Market locations in a unique new project with Rei Kawakubo's quirky retail emporiums. Adrian Joffe, chief executive officer of Dover Street Market and Comme des Garçons International revealed to WWD that: "We urge them [brands] not to spend too much money because we want the store to change a lot."  

"Bigger is not necessarily better for us, and I think they appreciate this challenge," Joffe continued,"there's no point doing the same corporate image. The point is to give them a chance to express themselves in a different way." 

Alessandro Michele's first womenswear collection for Gucci – Autumn/Winter 15 – will feature at the four Dover Street Market locations as concessions. The pop-up shops within shops will then later be reimagined for the Cruise 2016 merchandise.

Joffe said that Gucci's new creative director's talents impressed him, and that it was Alessandro Michele's new vision that ignited the collaboration: "It seemed very new to me. I think he will be influencing fashion a lot. It's a revolution in terms of Gucci. I think he's really in tune with what's happening," Joffe said. "We're always really open to working with people who have great creativity and a strong vision. It goes with our spirit of telling stories and having something new to say. When I believe in something, I take it as far as I can." 

Marco Bizzarri, Gucci's new president and CEO, revealed to WWD: "We were enthusiastic when Dover Street Market approached us with the idea of this global collaboration, which is emblematic of our new vision for Gucci," he said, noting there are few comparable "contemporary backdrops for fashion in the world today" and that "building unique and exciting collaborations with selected specialty stores is a new page at Gucci."

The Gucci Dover Street Market (DSM) shops will open on September 10 in New York and London, and Beijing will follow later in the autumn. The Gucci DSM pop-up in Tokyo will be hosted on the fourth floor, which has more than doubled in size and will also welcome such new labels as Prada, Miu Miu, Chrome Hearts and Valentino for AW15.

Stay tuned for a first look inside the Gucci Dover Street Market takeover in September on Buro 24/7 Middle East...