Gucci, who recently collaborated with award-winning musical artist and DJ Mark Ronson on a line of limited edition “Gucci Ronson Sneakers” is going digital. A flash sneaker store will travel the world - setting up shop in different locations for two weeks and then tearing down just as fast. Starting in New York, the popup shop will hit London, Toyko etc…along its travels.

A newly revealed limited edition Gucci Ronson sneaker will be introduced at each international destination of the tour, in addition to an exclusive edition of 18 sneaker styles in the GUCCI ICON-TEMPORARY sneaker collection.

The collection will include 16 men’s styles and 2 women’s styles. Each design includes silver or gold metal dog tags as well as an embroidered ‘Limited Edition’ label inscribed inside the shoe. Customers’ initials can be embossed onto a customized leather tag on the shoe laces, if desired.

In alignment with the shoe launch, Gucci also announced the Gucci App for iPhone and iPod touch - now available from the App Store. The app synthesizes the worlds of fashion, technology and music offering Gucci enthusiasts access to exclusive Gucci products, unique playlists, videos, fashion shows, news, events, latest collections, store listings and the ability to mix their own music.

The rich content on the app was developed specifically with the profile of the Gucci loyalist in mind and delivers a new way to experience the varied world of the Gucci lifestyle.

Gucci Creative Director Frida Giannini collaborated with Ronson on key features of the app including:

* The Gucci Ronson Sneaker: Giannini and Ronson have designed a collection of limited edition sneakers in conjunction with the GUCCI ICON-TEMPORARY travelling sneaker store project. For each city opening in the US, one special Gucci Ronson model has been reserved exclusively for the Gucci App. Only iPhone and iPod touch users can view these coveted models, and only they have the ability to purchase it.

* Gucci Beats: One of the most progressive features of the Gucci App allows users to mix their own music tracks on a virtual turntable. Ronson has provided loops that can be individually manipulated by layering on various beats, sound types, drums, bass and vocals. Users are given DJ-like creative and technical capabilities on their iPhone or iPod touch and can save and share their original tracks with friends via email or Facebook.

* Frida and Mark’s Playlists: Both Giannini and Ronson have created their own personal playlists for the Gucci App, which can be downloaded directly from the iTunes Store. A well-documented music lover, Giannini has included a mix of tracks currently inspiring her fashion collections.

“Apps are the new virtual accessory, so I approached the design of Gucci’s first app in the same way I do with a bag or shoe from my collections,” said Frida Giannini, Gucci’s Creative Director. “I looked to provide the essence of the Gucci lifestyle experience in a way that takes full advantage of the technological capabilities of the revolutionary iPhone and iPod touch. Of course Mark Ronson’s contribution ensures that the Gucci App is truly unique.”

Additional features of the Gucci App include:

* Gucci Music Channel: Functioning like a proprietary Gucci radio station, the Gucci Music Channel lets users can access the music stream whenever they wish.

* Gucci Little Black Book: The app conveniently features best-of information for hotels, restaurants, bars and clubs in more than 20 major cities around the world. Also included in this section is a list of Giannini’s own favorite spots around the world. Here, Gucci fans have exclusive access to the fashion designer’s personal advice.

The Gucci App is available for free from the App Store on iPhone and iPod touch or at www.itunes.com/appstore/