Gucci has renovated his store in the Via Montenapoleone and equipped it with a new store concept. The design company OOOii who has participated in the movies like Minority Report and Mission Impossible has made a new development for Gucci which is capable to show live virtual content integrated in the store. 50 pieces of ultra thin LCD screens scattered in the store making special graphics like interactive pictures. Later customers will have the option to interact with this digital content. They can with hand moves search for items, and send them to they mobile devices.