Benvenuto! Gucci Garden Opens in Florence

“Guccification” appears to be an unstoppable phenomenon, a sort of tidal wave surfed with supreme ease, and certainly with great gusto, by Alessandro Michele, Gucci’s creative director. True to his polymath nature, the designer has recently completed a new project: the redesign of the historic Palazzo della Mercanzia in Florence, which dates to 1337 and since 2011 has served as the Gucci Museum, into a multipurpose, hyper-layered, kaleidoscopic creative space.

 

Gucci Garden; Florence; Source: Vogue.com

 

Called Gucci Garden, its three floors encompass a boutique that sells clothes and accessories not available in any other store; an area where the archives have been rebooted with an exhibition curated by Maria Luisa Frisa; and a phantasmagorical gift and souvenir shop-cum-bookstore, where rare tomes sit alongside arcane fanzines. To top off the already heady experience, three-Michelin-starred chef Massimo Bottura is in charge of Gucci Osteria, where one can recover from the sensory overload with an esoterically designed four-course menu.

 

Michele greeted the press at a preview this morning: “I’m extremely happy,” he said. “This is such a beautiful historical place; we tried to give it a sense of vitality. The store is more like a bazaar, a concept which I love; I wanted to convey a spirit of fluidity, of authenticity, of vivacious energy, a place full of life which welcomes you and invites you in. Florence is a very powerful place for Gucci,” he continued. “It’s almost mythical. I wanted to celebrate it, but also to debunk this myth!”

 

Located on two floors, the exhibition mirrors the multifaceted, complex approach that Michele favors. The curator’s approach is certainly not conventional. “It’s a collision between past and present,” explained Frisa. “I wanted the archive to be lively, an extraordinary place which inspires and fuels imagination and creativity. Michele gave me the freedom to work unrestrained, in keeping with his elaborate aesthetic, which, although being so modern and utterly new, has a strong continuity with Gucci’s past. He has a deep knowledge of the archive; he has studied it thoroughly. His work seamlessly blends past, present, and future in a constant, circular dialogue.”

 

Gucci Garden; Florence; Source: Vogue.com

 

A curatorial gem, the show is full of archival treasures displayed and juxtaposed with elegance and humor. Countless iterations of the famous Gucci logo sit alongside mouthwatering vintage items of which there are almost too many to mention, but one oversize, made-to-measure, very chic leather bag from the ’70s used to carry linens to the laundry does stand out. Elsewhere, the most flamboyant pieces from recent and past collections are displayed next to experimental videos, a testament to Michele’s many ongoing collaborations with artists and musicians. It all tells the story of the label’s flair for constantly reinventing itself, somehow reminding us of the Ouroboros, the mythical serpent swallowing its own tail in a perpetual renewal of life and infinity. Michele, fond as he is of alchemical symbols, would certainly find the reference appropriate.

 

Source: vogue.com

 

Share on Facebook
Please reload

PARADE GMBH  PARADIESSTR, 10 MÜNCHEN