Gucci. Gucci. Gucci. It’s the brand on everyone’s lips - and with good reason. You’ve even heard them mentioned a few times right here on this blog.
It’s quite simply, actually. They know what they’re doing and we all have something to learn from them - whether from their innovative team of Millennial consultants, their strategic breaking of the rules or their penchant for pure, unapologetic fashion that withstands constraints like the seasons and time.
Combine the Gucci rush with a new home décor collection, notorious memes and art collaborations and global store redesigns in the spirit of Alessandro Michele’s time at the helm, and it’s no wonder the brand has expanded their universe to include an Instagram-ready travel destination, Gucci Garden in its home city of Florence.
Gucci’s Florentine concept features an ever-transforming exhibition space, an astonishing boutique, a cinema room and a 50-seat fine dining restaurant - 3 Michelin-star chef and all.
Gucci Garden is located in the 14 century Palazzo della Mercanzia which also happens to be the former home of Gucci Museo. Its Gothic architecture, medieval style and unique history are regularly referenced in limited edition and exclusive models in the property’s boutique. Discovery and exploration are key themes for the Gucci Garden store with a set up unusual to any other of the brand’s locations. Visit for one-of-a-kind items including silk scarves, china and Dionysus handbags featuring prints that have never been seen before. Shoppers may also dive into a number of nature-themed designs (snakes, cranes, tigers, bees…), making the store a must-visit for every one of the brand’s loyalists.
The dining establishment, Gucci Osteria, provides a brilliant setting for showing Gucci’s home and dinnerware in action with velvet seating, printed floors, medieval crests and more. Chef Massimo Bottura's menu encompasses such much-loved gems from Italian cuisine along with unexpected fare. Vegetarian options abound but those with vegan diets may have a difficult time finding a suitable meal.
Finally, there’s the Gucci Garden Galleria, a two-story exhibition space curated by none other than Maria Luisa Frisa, a prominent fashion curator, educator and critic emerged in the Italian and international fashion scenes. Picture garments clothed on mannequins appearing to hover in the air, some of which are housed in glass vitrines. Styled in a manner merging merchandising and museum-like curation, they’re joined by vintage and retro Gucci leather goods, Gucci prints, beloved ad campaigns from the past, books, videos, memorabilia and more.
Visiting the majestic oasis of style is more than a journey into fashion, arts and culture - it doubly serves to support the very history of Italy. 50% of the eight euro entrance fee benefits restoration projects around the city of Florence. Gucci joins a wonderful group of Italian luxury brands financing restoration projects around the nation, including Fendi and Bulgari.
The company’s branding experiment is your new Italian playground, a setting to visit in the house’s wonderfully eccentric outfits and accessories. A “Guccian” paradise, if you will.