When fashion turns into a work of art, it truly serves its purpose. Taking that ideology forward, Gucci has taken things to the next level with its newly inaugurated Gucci Garden.
Keeping a museum-esque theme in mind, the experiential retail space is located in the historic Palazzo Della Mercanzia in Florence, where the brand was founded in 1921 and continues to operate from. While the ground floor is free to enter, the first and second floors charge 8 euros to experience the multi-level galleria, half of which will be donated to support restoration projects in Florence.
The main floor features a “bazaar-like” retail space and sells products exclusive to the location, complete with special clothing tags and packaging you won’t find outside the Gucci Garden store! The ground floor, on the other hand, houses a restaurant called Gucci Osteria, from the Michelin-star chef Massimo Bottura. Fine dining and luxury fashion all in one? Yes, please!
Known for his love of nature, Creative Director of the brand Alessandro Michele has dedicated two rooms to the specific theme. Artist Vittorio Accornero’s drawings for the brand’s foulards, which included the famous Flora print from 1966, hang on the wall along with a famous Eighties floral dress by the brand.
“I wanted to give a sense to the location that would not have a deadly [mood],” said Michele during the preview of Gucci Garden. “It’s more like a bazaar; I love the variety of different things that are combined in an authentic and spirited way. I am very happy, I had fun setting it up and I think you can feel it’s a lively place. It’s a museum that is not a museum.”