Gucci Garden

Florence is Gucci, Gucci is Florence. Gucci Garden is a must-see in this city, but I wouldn’t take it too seriously. I mean, it’s not a museum written with capital ‘M’. Still, it’s an experience, like anything Gucci and Alessandro Michele pull off together. Inside the historic Palazzo della Mercanzia, the museo is housed, conceived by creative director Alessandro Michele. The newly designed space features a store with one-of-a-kind items, the Gucci Osteria da Massimo Bottura and the Gucci Garden Galleria exhibition rooms curated by critic Maria Luisa Frisa. Divided into a series of themed rooms, the Gucci Garden Galleria narrates the brand’s new vision while celebrating the archives including old advertising campaigns, artisans’ images, retro objects. From the Double G motif to Michele’s Guccification, the house’s universe is presented in a subverted, slightly surreal way. ‘Paraphernalia’ is a room dedicated to signature codes and symbols that define Gucci’s identity while ‘Cosmorama’ reveals the historical jet-set customer of Gucci. My favourite part? Anything by Tom Ford (the white slit dress, iconic kamasutra bomber jacket…). Was quite surprised the brand completely erased Frida Gianini from its history, though…
Photos by Edward Kanarecki.

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