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Experience Florence

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Just launched in Florence is Gucci Garden: a multifunctional space hosting both Gucci Garden Galleria, the exhibit area telling the history of the brand, and the restaurant Gucci Osteria with a menu signed by the three-Michelin-star chef Massimo Bottura and lastly the boutique, set up with one-of-a-kind items in a kaleidoscope of colours.


Gucci-Garden DE-RERUM-NATURA Tian-002 400

The location is the Palazzo della Mercanzia on Piazza della Signoria, in the heart of Florence, where Gucci has since 2011 chosen to display the classic pieces of the brand. With this new staging the critic Maria Luisa Frisa and the creative talent of the Maison Alessandro Michele, wished to create an environment that pays tribute to the uniqueness of the Gucci brand, taking a cue from the clothes and accessories included in the well-stocked archives to tell the history of the brand with a focus on the present day and the recent evolution of the brand, without forgetting the landmark attention to detail of the small-scale manufacture with the cult items displayed in the showcases.

The gallery space Gucci Garden Galleria spans across two floors and the itinerary starts right from the Guccification room, beginning with the double G of the brand with its current permutations, like Gucci Ghost by Trouble Andrew or the new names Guccy, Guccify and Guccification that Alessandro Michele has transferred from the web to the runways.

The targets of the Paraphernalia room are the symbols of the brand and the iconic objects created by the designers who have been at the helm through the years: from Tom Ford to Frida Giannini and, eventually, Alessandro Michele.

The itinerary on the first floor ends with the Cosmorama room, for a journey to the beginnings of Gucci, with a display dedicated to the luggage and accessories created by the founder of the Maison Guccio Gucci for the international jet set, that determined the success of the brand born in the 1930s.

Before continuing with the tour the Cinema da Camera room reveals itself behind the red velvet curtains; a selection of experimental films is shown in this room.

On the second floor the two De Rerum Natura rooms welcome the visitors with a display of clothes and accessories inspired by the animal and plant kingdoms, a continuing source of inspiration for the creative director Alessandro Michele.

At the end of the itinerary is the Ephemera room, retracing the long history of Gucci through objects, videos and recollections of the brand.

Gucci Garden Galleria is open every day from 10am to 7.30pm, entrance € 8.


Published: 24/1/2018

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