Gucci turns Shanghai and Milan into billboards for Horsebit Ristretto

Gucci is turning Shanghai and Milan into coordinated public backdrops for its Primavera collection, pushing the campaign beyond standard product imagery and into city-scale installations. The rollout gives the collection a visible presence in two major fashion markets at once.

The Art Walls are tied to the Horsebit Ristretto, so the campaign is promoting a specific Gucci product alongside the broader collection. Gucci announced the Shanghai installation first, followed by Milan on October 14, 2026.