Gucci to host electronic music festival

First a meme campaign, now a festival?

By Verinia Khoo | Published: 21 Mar 2017

Gucci's music fest
Gucci's AW16 campaign (Photo: Glen Luchford)

Gucci is on a roll this week. Shortly after launching a funny meme campaign for its new watch collection, the maison announced that it will host an electronic music festival called #C2CMLN on 30 March. The festival will take place at Gucci's 35,000 square-metre Milan headquarters, which used to be an aeronautical factory.

Experimental Venezuelan producer Arca, known for his collaborations with Kanye West, Björk and FKA Twigs, will headline the festival. Berlin-based Amnesia Scanner, UK artist Gaika, Toxe and Staycore have also been announced as performers for the night. Visuals for the evening (with Gucci, you can expect them to be stunning) will be provided by artist Jesse Kanda, who has worked with fashion houses Maison Margiela and Comme des Garçons.

#C2CMLN is a satellite event of the 2017 Club to Club Festival which officially kicks off in Turin, Italy on 4 November 2017. Gucci's music festival is by invite only, but everyone else can apply for tickets here.

Related: #TFW Gucci's meme campaign gives us life
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