Gucci Garden, the new address in Florence

The new design of the fashion house is the fifth essence of the style and creativity typical of the brand (but also of Florence)

Inaugurated on January 9th, the new Gucci Garden, designed by Creative Director Alessandro Michele, is designed to explore the eclecticism that characterizes the creations of the maison.

Thanks to the careful selection of a wide range of articles taken from the collections of the label, Gucci Garden is not only the celebration of a rich historical archive, but also a dynamic and interactive experience.

The name Gucci Garden was chosen not only because the aesthetics of the house includes references to the natural world of plants, flowers and animals, but also for its metaphorical meaning. Alessandro Michele says: “The garden is real, but it belongs above all to the sphere of the imaginary, populated as it is of plants and animals; like the serpent, which insinuates itself everywhere and which, in a certain sense, symbolizes a perpetual beginning and a perpetual return “.

The creative director of Gucci then asked Maria Luisa Frisa, critic and fashion curator, director of the degree course in Fashion Design and Multimedia Arts at the Iuav University of Venice, to work with him on the organization of the new Gucci Garden Gallery , which occupies the first and second floor of the building.

Here, objects and video content are exposed in an imaginative marriage purposely devoid of a chronological order. “We decided to make space a laboratory where all the elements are available for creative experimentation,” says the curator. «In the rooms entitled De Rerum Natura, for example, we can see Gucci’s passion for flora and fauna expressed through vintage and contemporary clothing, statuettes of silver animals produced by the Maison in the 50s, and original graphic material by Vittorio Accornero, who was entrusted with the task of creating the printed Gucci Flora in 1966 “.

In the spirit of creative collaboration embodied by Gucci Garden, chef Massimo Bottura has been invited to open a small restaurant on the ground floor, the Gucci Osteria. Bottura, known all over the world for its Osteria Francescana, a multi-starred restaurant located in the center of Modena, for Gucci Garden has created an original menu inspired by his travels and yet based on Italian gastronomy. “Traveling around the world, our kitchen interacts with everything we see, hear and taste,” he says. “We sharpen our eyes, always looking for the next and unexpected discovery”.

The menu will include iconic dishes and unexpected variations of the classics of Italian cuisine, for a continuous dining experience. “The restaurant will help to remember that Florence has always been a center of cultural exchange, particularly during the Renaissance,” Bottura concludes.

To underline this idea, the verses of a fifteenth-century carnival song by Lorenzo de ‘Medici – the Canzona of the seven planets – are written in golden letters on top of the walls of the Gucci Osteria.

The ground floor of the Gucci Garden is occupied by the restaurant but also by a sales space divided into two large rooms. Here you will find exclusive designed items not sold in other Gucci stores.

The items include shoes and bags in special materials, brocade skirts and coats, and numerous unique creations, such as silk bomber with gothic lettering in the Gucci Garden.

The spirit of the boutique recalls that of the many old shops in Florence, where furniture and exhibits have been put together in a personal and organic way, little by little.

The furnishings that decorate the Gucci Garden boutique include objects discovered in antique shops, which have been repaired, painted in a range of typically Florentine colors, and often further decorated: we find tables, cupboards and cabinets from homes and old shops. A rustic English-style cabinet, a Tuscan table and a carved display cabinet from an Italian pastry shop, share the space with an antique wooden wardrobe whose original floral decorations have been refurbished, showcases and vintage mirrors, exclusive mannequins covered in brocade, and oriental rugs that partly cover the floors. Gucci Garden is a tribute to the city of Florence in all respects and recalls the mercantile origins of the building and the history of craftsmanship of the Maison.



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