Guccification
Alessandro Michele It marked a before and after, at Gucci and in the world of fashion as a whole.
His particular concept of beauty revolutionized all standards, his androgynous aesthetic broke molds, his mysterious imaginary unfolded a spell that continues to fascinate today wherever it goes.
Michele gave fashion an extraordinary gift: the illusion of dreaming. And there are many of us who, since his first collection was released, in 2015, do not want to wake up.
This extraordinary dream also took possession of the walls of the Palazzo de la Mercanzia in Florence and was born there. Gucci Garden, a space dedicated to exploring the eclectic creativity that characterizes the Florentine house.
Now, a new virtual tour allows you to explore this place from home, no crowds, no lines or waiting, just you and the Gucci universe. Welcome!
Sala De Rerum Natura, at the Gucci Garden Galleria
THE MAGICAL WORLD OF GUCCI
Located in Piazza della Signoria, since 2011 this palazzo has housed the Gucci Museum and it is here that Alessandro Michele conceived a new space that you can now visit from your screen.
In the Gucci Garden Virtual Tour visitors enjoy unlimited access to explore the rooms, objects, atmosphere and exhibitions of this unique space.
Explore the rooms one by one, wander the corridors and climb the stairs to continue discovering this magical and dreamlike box.
There is no predetermined route to follow. You can start and end where you want, go back, let your imagination run wild with a piece you've never seen before, read stories, move forward and backward.
Guccification invades every corner of the Palazzo
A UNIQUE BOUTIQUE
On the ground floor you will find the boutique and the bookstore. The store houses exclusive products that are not for sale in any other Gucci retail space.
Shoes and bags in special materials, brocade skirts and coats and various unique creations, such as silk bombers with the inscription Gucci Garden Gothic are the treasures that we find in this unconventional store.
They are also for sale pieces from the Gucci Décor collection, as well as a selection of innovative magazines and publications, and a collection of books –both current works and old volumes– extracted from the Antica Libreria Cascianelli in Rome.
One of the eclectic walls of the Galleria
THE GALERY
Ascending to the second and third floors, home to the Galleria, visitors are accompanied by the sounds of branches cracking and birds singing, as if the fin de siècle mechanical birds created by dreamy watchmakers were hidden behind the hallway's floral wallpaper.
The Gucci Garden Galleria, run by critic Maria Luisa Frisa, it pays homage to the rich archive of the house, at the same time that it narrates the new vision of it.
The tour is divided into several rooms with the most evocative names: Guccification, Paraphernalia, Cosmorama, De Rerum Natura and lastly, Ephemera.
The Cosmorama room, bags, dedicated to suitcases and luggage
throughout the gallery, contemporary items and vintage pieces merge in a dialogue punctuated by countless Gucci logos. In addition, all the creative directors who have passed through the house are represented in the rooms - with pieces by Frida Giannini or Tom Ford - not just Alessandro Michele.
Lovers of mdoa and contemporary art will find many novelties, as they can collect souvenirs and postcards from this imaginary journey as exclusive Gucci Garden products, previously only available there, can now be viewed and purchased by email or phone as part of the virtual tour.
Of course, after the virtual experience, It will be inevitable to start planning a trip to Florence to discover in person the fascinating Gucci Garden and continue dreaming.
Gucci Garden Virtual Tour
Cushions from the Gucci Décor collection