GucciCore 2027

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