Skip to content
subscribe
Account
SEARCH

Categories

LASTEST

Gucci Garden

Gucci Garden Opens in Florence as New Model for Heritage Museums

Katy Donoghue

11 January 2018

On Tuesday, January 9, Gucci hosted an opening event for Gucci Garden in Florence. The brand new space is designed by the fashion house’s Creative Director Alessandro Michele, present at the evening celebration alongside Trevor Andrew (AKA GucciGhost), Massimo Bottura, Maria Luisa Frisa, Coco Capitán, Amanda Charchian, Helen Downie (AKA Unskilled Worker), Jayde Fish, Angelica Hicks, Ignasi Monreal, William Ndatira, John Yuyi, and others.

Michele’s concept for Gucci Garden is one brimming with imagination, possibility, and life (full of flora and fauna, of course). It’s both a celebration of the brand’s rich heritage, and a space to dream of its future, with a focus on a unique visitor experience.

Gucci Garden

Alessandro Michele and Maria Luisa Frisa
Photo by Vittorio Zunino Celotto/Getty Images for Gucci

Housed in the ancient Palazzo della Mercanzia in the Piazza della Signoria, Gucci Garden includes a restaurant, boutique, and gallery. The bright boutique on the first floor takes over two rooms devoted to an exclusive Gucci Garden collection. All items—including clothing, shoes, bags, home goods, books, and stationary—are only available in Florence and no other Gucci store, creating a unique shopping experience for visitors. Bright walls, hand-painted floors, found hutches and wardrobes, tables with upholstered display cases, and one-of-a-kind mannequins and hangers, provide the backdrop to embellished silk bombers, custom jewelry, cat and bat embossed leather goods, embroidered garments, and Gucci-Garden themed accessories. An image of an eye illustrated in black against a pink backdrop is seen on several new items, as well as acting as a beacon in the form of a neon sign on the exterior of the building.

Also on the first floor is Gucci Osteria, a restaurant from chef Massimo Bottura (known for the three-Michelin-star Osteria Francescana). He designed an international menu, that mixes classic Italian dishes with new takes on staples from around the world like hot dogs, burgers, buns, and tostadas. “The restaurant is a reminder that Florence has always been a center of cultural exchange, particularly during the Renaissance,” said Botturo in a statement. Moss green walls and deep teal banquets complement a border of gold letters that spell out lines from a 15th-century song by Lorenzo de’ Medici. Large crests of butchers, bakers, cobblers, and more line the walls in homage to the merchants who occupied the space so many years ago.

Gucci Garden

Helen Downie, Willy Ndatila and John Yuyi
Photo by Vittorio Zunino Celotto/Getty Images for Gucci

The upper two floors are devoted to the Gucci Garden Galleria, curated by fashion critic Maria Luisa Frisa, the head of the Fashion Design and Multimedia Arts BA degree course at Iuav University in Venice. The current exhibition was designed to be interactive and intentionally not chronological. Instead, she focused on a set of themes mixing past with present, to better give visitors an idea of the experimentation, inspiration, and laboratory-like approach to the fashion house and Alessandro Michele’s creative process.

Recent designs by Michele are mixed with examples of pieces by Tom Ford, Frida Giannini, and looks from the 70s. We see older Gucci monograms—between red dolphins, within a multi-colored cube, in script—for the first time, looking surprisingly of the moment. Historic trunks and luggage relate anew to today’s codes of the horseshoe and bamboo handle. Video displays of social media campaigns, advertisements, and atelier footage complement digital animations of snakes, birds, and butterflies. Walls are covered in work by artist collaborators Coco Capitán, Trevor Andrew, and Jayde Fish. Befitting of the name “Gucci Garden,” two rooms are devoted to the plants and animals that have long served as an inspiration for the house, and certainly plays a huge role in Michele’s collections.

Gucci Garden

Installation view of Gucci Garden Galleria
Courtesy of Gucci

Gucci Garden is now open to the public in its new permanent home, offering visitors a truly contemporary take on the heritage museum. Instead of bogging down visitors with brand history and celebrity culture, it provides a space to indulge the palate, satisfy the aesthete, and inspire the dream of fashion.

SAME AS TODAY

FURTHER READING

Louis Fratino Finds Power in Images of What We Love

Louis Fratino spoke with Whitewall about keeping the studio a space free from fear of failure.

The View at The Palm Opens in Dubai with Human-Centric Purpose

Whitewall spoke with John Bricker of Gensler about The View at The Palm in Dubai.

The BMW Neue Klasse Looks to an All-Electric Future

The BMW Neue Klasse is a statement piece for a new era: design language that references classic BMW for its soon-to-be all-electric lineup.

Best of High Jewelry 2024: De Beers, Gucci, and More

Here, we offer a closer look at the newest—and finest—high Jewelry pieces from Tiffany & Co, De Beers, and Gucci.

6 Design Debuts to Look Forward to During Milan Design Week from Alessi, Loewe, and More

Ahead of the week of Milan Design Week, we’re introducing new collections and immersive exhibitions by internationally renowned design brands.

Best of Milan Fashion Week: A Triumphant, Sumptuous Affair

This season’s Milan Fashion Week united a mélange of internationally renowned designers, who took to unlikely venues like Italian tram stations to debut looks that were truly inspired. Below, we’ve compiled our personal favorites from Margiela, Moschino, Tod’s, Jil Sander, Gucci, and Marni.

SUBSCRIBE TO MAGAZINE

Kelly Wearstler

THE WINTER EXPERIENCE ISSUE
2023

Subscribe

SUBSCRIBE TO NEWSLETTER

Go inside the worlds of Art, Fashion, Design and Lifestyle.

READ THIS NEXT

Here, we offer a closer look at the newest—and finest—high Jewelry pieces from Tiffany & Co, De Beers, and Gucci.
Ahead of the week of Milan Design Week, we’re introducing new collections and immersive exhibitions by internationally renowned design brands.
This season’s Milan Fashion Week united a mélange of internationally renowned designers, who took to unlikely venues like Italian tram stations to debut looks that were truly inspired. Below, we’ve compiled our personal favorites from Margiela, Moschino, Tod’s, Jil Sander, Gucci, and Marni.

SUBSCRIBE TO NEWSLETTER

Go inside the worlds
of Art, Fashion, Design,
and Lifestyle.