Guilty Diner
- Brand
- Gucci
- Year
- 2022
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- AQuest
Objective
Gucci wanted to move fragrance selection for its Guilty range off the product page and into something people would linger on, giving the new wave of Guilty scents a reason to hold attention rather than just sit on a shelf. The brief across the platforms that recognized the site describes the same aim: help the visitor find the Gucci Guilty fragrance that suits them.
Solution
The site drops the visitor straight into a single-page diner rendered in the campaign's look, which they spin around in 360° by dragging with the mouse. Three lit spots in the room invite a closer look: a diner menu where picking ingredients, instead of dishes, builds toward a matching Guilty fragrance; a tabletop pinball machine the visitor can play right there in the scene; and a screen showing the campaign film. There's no set order and no separate pages to click into — the visitor can bounce between the menu, the pinball table and the film, or work through all three before leaving. Nothing asks for a signup or an email; the visit simply ends when the visitor stops exploring the room.
- 1
The experience opens inside a single-page 3D diner tied to the Gucci Guilty fragrance campaign. The player looks around in a full 360-degree view, panning with the mouse or a touch gesture, and spots three lit interaction points in the room.
- 2
One hotspot is the diner's menu, which lists fragrance ingredients instead of food. The player picks the ones they like, and the experience matches those choices to a recommended scent from the Gucci Guilty line.
- 3
A second hotspot is a playable digital pinball machine set inside the same scene, letting the player run a game without leaving the diner.
- 4
The third hotspot plays the Gucci Guilty campaign video directly within the diner environment.
