Balenciaga defaced by Gucci. Welcome to the new wonderful
On both corners of the Orchard Road-facing side of Paragon, Kering brands occupy the spaces: Balenciaga and Gucci. Although both are in mutually hacking mode, it is Balenciaga, replacing Gucci as the most searched brand on Lyst, that is drawing attention. On its second-level glass façade, Gucci is scribbled in what looks like spray paint across the width of the window. As nothing blocks this side of the shopping centre, it is hard to miss the defacement art (‘graffiti’ would be too low for Balenciaga), especially when you are walking on the opposite side of the road, right in front of Ngee Ann City. It does look like the work of a vandal, determined to let Gucci overwhelm Balenciaga, even when the name of the latter, appearing twice on the front of the store, is in the recognisable full caps.
Inside the mall, as we stood at the entrance, blocked by a pair of stanchions with a black tape stretched between, waiting to catch the attention of the staff to let us in, a guy, dressed totally in black, who sat at the entrance earlier to ensure that visitors were scanned in, approached. Without going beyond the barrier, he waved at a male staff inside, who was similarly dressed, but had his shirt untucked. The first fellow lifted his smartphone and showed the other something on it. “Is it supposed to be like that?” The reply was swift. “Ah, yes. It’s like that. We’re doing an event here.” And to be sure he was not really the kaypoh one, the inquirer added, “Oh, customers were asking if something was wrong.” Unsmiling, the Balenciaga staff informed him, “It’s a collaboration with Gucci“.
The wait for us was at least 10 minutes long. There was no one else in the line. Paying attention to the Gucci monogram with the double B plastered on the windows flanking the entrance was a way to pass the time. Inside, there were three customers, none in any obvious transaction. Finally a guy let us in. He apologised for keeping us waiting. We were tempted to say that he didn’t have to make us stand there and not tell us how long more before we would be let into an empty store. But, we did not. A tote with the scribble, “This is not a Gucci bag”, caught our attention, but it was not speaking to us. There was really nothing to it.
The Hacker Project, as this “collaboration“ is dubbed, was presented hushly. Before us, the breadth of the merchandise available was not quite on the same scale as the desecration somewhere up there above us. We looked around for clear signs, but they were mostly hidden in drawers: SLGs and socks. Is this all there is to The Hacker Project? The same guy who showed us in was now showing us out. “Some item (sic), we keep,“ he said. Why is that so? “We don’t display everything. Is there anything you want?“ He was beginning to sound impatient. “If you want, I can take it out to show you”. He was now sounding irritable. “The launch already four days.” Should we apologise for not being enough of a fan to rush here on the first day? “We sold out many things.” Was he trying to convince us or tell us not to bother looking? And how much was sold? “About 60/70 percent sold out,” he intoned conclusively. He was not planning to bring out what was kept. We weren’t hoping.
Photos: Chin Boh Kay