Gucci: The Tiger Screening

Coinciding with Milan Fashion Week, Gucci unveiled The Tiger — Demna’s first project for the House, co-directed with Spike Jonze and Halina Reijn. To launch it, INCA produced a two-day cinema takeover in New York City, creating space for both exclusivity and accessibility. September 23rd began with private premieres and an intimate after-party at Chez Nous, before opening to the public.

 

This format reflects a shift in how cultural houses are choosing to tell their stories: blending private moments of influence with public moments of community. By pairing the intimacy of a cinema with the reach of a city takeover, Gucci created a launch that was both deeply personal and widely resonant.