The most fashionable garden opened last night in Florence. Designed by Alessandro Michele, Gucci creative director, Gucci Garden is the epitome of experiential retail and much more. Inside the historic Palazzo della Mercanzia, which housed the Gucci Museo, the fashion house debuted a newly designed space that features a one-of-a-kind store, exhibition rooms curated by the critic Maria Luisa Frisa, a bookstore and the Gucci Osteria da Massimo Bottura— a restaurant for the most fashionable pallets.
A series of themed rooms, all named to tribute the past and present of the famed house, portray a fusion of Gucci archive and a new vision. The tour begins inside Guccification, a room that features the Double G motif in many different forms— from its vintage design to transgressive state created by artist Trouble Andrew for Gucci Ghost and “the latest ways of writing the House’s name— Guccy, Guccify and Guccification— found by Alessandro Michele through tags on Instagram.” The next one, Paraphernalia is a room designed as an homage to signature codes and symbols that define Gucci’s identity, while Cosmorama reveals “the historical jet-set customer of Gucci and the evolution of the Crest.” The second floor starts with De Rerum Natura, two conjoint rooms that resemble natural history museums and explore Alessandro Michele’s curiosity for animals and gardens, a vital part of the new Gucci narrative. The splendid journey ends with Ephemera, a space where “the gaze of the present composes landscapes of objects, videos and memorabilia that retrace the history of the House.” The Gucci Garden also includes a small cinema (with red-velvet chair, au naturel) and a boutique that offers more than mere shopping experience.
With metaphorical and literal references to animals, flowers, plants and nature in general, the Gucci Garden is a unique space that blends fashion and contemporary art. Maria Luisa Frisa skilfully combined the works of Jayde Fish, Trevor Andrew and Coco Capitán with timeless masterpieces such as the nineteenth-century equestrian oil portrait by Domenico Induno. As of yesterday, Gucci Garden is open seven days a week year round with an admission price of 8 euros. Fifty percent of each ticket sale will be donated to support restoration projects in the city of Florence. Bravo, Gucci!
Take an exclusive look inside in the gallery below.
Photo credit: Gucci