Gucci Garden: the magic of chaos comes to Florence

For fans of fashion and the best clothing brands worldwide, it is necessary to look carefully for the most famous ones, which may have a unique style, different, that the pieces are exclusive and unrepeatable, from well-established firms. That is, well-known clothing stores where you can also highlight the architecture and art in the presentation of such garments.

Among them we have the well-known brand Gucci, which has always stood out for its elegance, sophistication and that in its beginnings, in 1920, had ups and downs, but has managed to stay in the market for 102 years, with its style of clothing and accessories. It has gone through several characters until reaching its current creative director, named Alessandro Michele.

This character has marked a particular style of the Gucci brand, revolutionizing fashion and traditional standards; breaking the molds that had been maintained until his arrival. His first collection was launched in 2015, with a retro style, taking over from that moment the Palazzo della Mercanzia in Florence; a historic palace, at the level of the Piazza della Signoria.

From that moment on, Gucci Garden was born, a different space, very eclectic and creative, which today characterizes this house, with its different rooms, exhibitions and objects that have fascinated many in fashion.

Let’s talk a little about Gucci’s beginnings up to the present day:

Guccio Gucci, a young Florentine, in 1920 opened a store in Florence under the name of Gucci, where leather goods were marketed that were made by hand, such as handbags, belts and shoes, but with high quality raw materials. This attracted the attention of people who had high purchasing power at the time. 

Then, over time Gucci began to expand in Italy, opening new stores in Rome and Milan, thanks to the initiative of their children, when they grew up and became adults. The success was so great that, despite World War II, they decided to expand internationally, opening a branch in New York City.

Then, in the 60s, the brand was already beginning to be known among celebrities and celebrities, especially in Hollywood. But in the 80’s there was an important family slippage, lowering the prestige of the brand. This lasted until shortly before the death of Gucci’s last son, who had sold the brand to Tom Ford. 

This character recovered the prestige that the brand had always had with its new designs, inspired by the 70’s New York style, which was a success among the jet set. But this time the managers not only focused on new designs, but also on acquiring other firms, such as McQueen and YSL, thus creating a conglomerate. 

Subsequently, Tom Ford left the firm in 2004. Leaving the main designer, Giannini Frida, at the front and making a new change: she replaced the black color (which was traditional in Tom Ford) with other colors and prints; remaining until today as the representative of the brand. Giannini was at the helm until 2014, leaving the brand in the hands of the new and current creative director, Alessandro Michele. Its current owner is Francois-Henri Pinault.

The Gucci Garden Store, a boutique unique in its style: 

We already mentioned that the store is located at the level of Piazza della Signoria, in the Palazzo della Mercanzia. A boutique with a very original decor, with stone pillars, antique furniture and many particular details such as wooden tables and furniture, glass cabinets, paintings, among others. The name Gucci Garden was chosen for 2 reasons.

One for the already known aesthetics that dominates the house, with many references to nature. And the other reason for its metaphorical sense, with a garden of real flora and fauna. Alessandro Michele has conceived a different space in a store where he sells, in addition to clothing, particular objects; a Gallery for exhibition of his articles in general, as well as a restaurant called Gucci la Osteria. 

On the first floor or entrance of the store:

On this level is located the boutique with exclusive models that are not available in any other Gucci store, such as handbags, shoes made of special materials, as well as brocade coats, skirts, silk bombers, all with the Gucci Garden Gothic seal. There are also a number of pieces from the Gucci Décor collection.

In addition, there are magazines, as well as innovative publications and, of course, a collection of books with current works and some old volumes. All of them come from the old bookstore in Rome called Cascianelli. 

On the upper floors:

The 2nd and 3rd floors are dedicated to the Gucci Gallery, where visitors are accompanied through the corridors by the sounds of gentle birds and branches. This tour is divided into several rooms with very particular names, including Guccification, Cosmorama (dedicated to bags and luggage), Paraphernalia, De Rerum Natura and Ephemera. 

Guccification Room, in Gucci Garden

There is also a small cinema auditorium, which is upholstered in red velvet. There are also different pieces in vintage style with others of contemporary type; all merging in the same environment. All these products of the firm are not only sold here in Florence, but also virtually, thanks to the Gucci Garden Virtual Tour. 

You can walk through the entire house, with unlimited access to each of the levels, corridors, stairs, with their sounds. There is no determined route, the visitor simply begins and ends where he/she is most interested, with this new technology tool

Finally, the Gucci Osteria, run by chef Massimo Bottura, boasts 3 Michelin Stars; to offer guests both iconic Italian dishes and the possibility of tasting many reinterpretations of classic dishes.

Why is it said that the Gucci Garden is a garden of different archetypes?

In 2020 was the centenary of the Gucci signature, and in Florence was celebrated with Gucci Garden Archetypes. That is, this is a multisensory and immersive space where the last 6 years of Alessandro’s campaigns are explored; which have been unique in their proposal; showing different themes, as is customary for its creative director. 

We are talking about feelings and sensations in scenarios that contain very varied archetypes ranging from art, music and fabulous worlds; where there is no limit between past, present and future times or between mythology and history, as they are always together in the same environment. 

For this purpose, a control room was set up with a variety of screens, approximately 30, where visitors can learn about the campaigns that will be presented in the next rooms. For example, images of Tokyo, Berlin or Los Angeles alternate with intergalactic landscapes or enchanted gardens. 

Likewise, ark builders can be seen alongside dancers, angels and aliens, pop stars, irreverent smiles, horses waiting in car washes, young people in rebellion and much more. It really is a whole parallel world, a kaleidoscope of art, music and travel through the various Gucci campaigns.

What’s new for 2022:

The firm is always in constant renovation, and this time it opened a gastronomic proposal; also in the multi-sensory style of Gucci Garden here in Florence, in Piazza della Signoria, called Giardino 25. In Italian Giordano means Garden and the number 25 because it is the number of preference of this creative director, Alessandro Michele.

The restaurant, cafeteria and cocktail bar was inaugurated on Valentine’s Day 2022. Before its opening, the house was a flower shop; and, as we can see, the place continues to maintain the connection that Gucci has with flowers, gardens, nature and its aromas; maintaining the harmonious contrasts, as Gucci Garden usually does. 

Posted in Europe, Florence, Italy.