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Brief Published: 18 Jan 2018

Gucci Garden: Experiential Museum-Retail Concept

Gucci Garden

The fusion of experiential museum spaces and luxury retail has been elevated to a new level with the opening of Gucci Garden in Florence. Celebrating both its past and its rejuvenation as a must-have luxury brand under creative director Alessandro Michele, Gucci opened the immersive multi-purpose venue in January 2018.

Spread over two floors in a 14th-century palace, Gucci Garden powerfully amalgamates exhibition spaces, hospitality and retail, with an €8 ($9.80) admission charge.

  • Retrospective Rooms: Artworks are organised by theme. Put together by Italian fashion curator Maria Luisa Frisa, objects and artefacts from the Gucci archive (dating back to 1921) sit next to memorabilia and contemporary art pieces. The ‘Guccification’ room shows the transformation of the Gucci logo over time, while ‘Ephemera’ describes Gucci’s story from its inception to the present day.
  • Cinema de Camera: A small auditorium completely draped in red velvet shows branded films.
  • Gucci Osteria: An intimate 50-seat restaurant headed by three-Michelin-starred chef Massimo Bottura dishes up elevated versions of Italian classics. The green-tinged oasis and verdant velvet chairs reference the brand’s current nature and garden theme.
  • Bazaar-Like Boutique: From ready-to-wear to décor, the retail space offers exclusively designed goods that are unavailable elsewhere. Its interiors pay homage to the original architecture of the palace, featuring marble tile flooring, yellow plaster walls and arched doorways.

Gucci Garden is open seven days a week. To show its respect for Florence’s impressive architecture, Gucci donates 50% of each ticket to support restoration projects in the city.

See also The New Rules of Luxury, Museum Retail and Brand Stretch