Gucci has launched its new online shop. Under the creative direction of creative director Frida Giannini, the store is considered to include the newest technical features online stores can have. According to the company, the technical set-up took more than 18 months. Special features are the integration of information about products, social networks and the shopping tools. Additionally, the opening of the online flagship store is accompanied by the invitation to visit the upcoming fashion shows as a virtual guest. The design of the digital shop is aimed to correspond to the design of Gucci’s largest flagship stores in Rome, New York, London and Shanghai. The same procedure when a real Gucci flagship store is opened also applies for the opening of the online flagship: Frida Giannini designed a special accessory collection as a limited edition which can be ordered online.