GucciCore 2027
Times Square
On May 16, 2026, Good Company helped Demna turn Times Square into a synchronized Gucci canvas. For GucciCore, we took over nearly 50 screens in the heart of New York with a pre-show film, then carried the runway itself across the city through live camera feeds from the show itself. For one unforgettable moment, Times Square transformed into one single, artful canvas. In a place defined by visual noise and constant motion, the takeover created a rare sense of unity—turning advertising infrastructure into a shared cultural experience.
“Those screens, save for two or three small ones, had been bought out for the evening by Gucci. It seemed no expense was spared for Demna’s debut Resort outing. It was a massive logistical and financial feat…”
65 Minutes of content. 25 Minutes of live cameras.
Event Production: Bureau Betak
Creative Direction: Sub.global, Nicke Bildstein Zaar
Show Production: Bureau Betak
EP / Technical Director: Matt Lowe
EP: Ralph Miccio, Ryan Heiferman
Post Producer: Paige Cerchiara
Creative Producer: Lou Alencar
Post Coordinator: Nicoletta Pollara
Art Director/Animation Lead: Jenni Yang
Visual Artists: Loïc Maes, Ryan Drake, Drew Horen, Apollo Baldoz, Jordan Knight, JeeJung Kim, Jerry Chia, Bradon Webb, Andrew Morrow, Vincent Wu
Technical Creative: John Mattiuzzi, Nathan Rodriguez
Editors: Maxime Quoilin, Evan Newman
Assistant Editor: Julia Miller
Colorists: Matteo Belletta, Ron Sudul
Screens Production:
Zach Peletz, Zak Haywood
