Gucci Garden Archetypes. An exhibition at the Gucci Garden celebrates 100 years of the House
An immersive multimedia experience created by Alessandro Michele, a container of fashion, cinema, music, art and food
Gucci's celebrations for its first 100 years are also taking place in Florence, in Piazza della Signoria to be precise.
The Gucci Garden, Gucci's exhibition space in Piazza della Signoria, reopens with a new layout. Alessandro Michele wanted to interpret it, in line with his creative philosophy, as a new dynamic container where to contaminate the suggestions of Gucci's imagination with the avant-garde of fashion, cinema, music, art and food.
The name itself tells of this need. "Gucci Garden Archetypes' is an immersive multimedia experience. The spaces were designed by the Florentine studio Archivio Personale, famous for its prestigious collaborations with Cattelan.
Here, in the rooms of the Gucci Garden, the extraordinary interactive exhibition/installation "reproduces" the most imaginative advertising campaigns created under the guidance of the Roman designer.
From the colourful pachinko parlours in Tokyo to murals painted in the manner of Hieronymus Bosch, the exhibition is a real feast for the eyes, capable of narrating the designer's work without being nostalgic or self-celebratory.
The initiative is the first of a series of "live" operations orchestrated to celebrate the anniversary: the next appointment is, again in Florence, on the occasion of the next Pitti Uomo, scheduled from 30 June to 2 July.
On that occasion, the brand's archives, housed in the historic Palazzo Settimani in Via delle Caldaie, will be opened to the public for the first time. The building, which housed the first Gucci factory, has been completely restored for the occasion.
In September, the next stop will be Milan, where the brand is organizing an event during the women's fashion shows: an important occasion, which should be read as a sort of homecoming, since at the outbreak of the pandemic Gucci has chosen to break away from the official calendars to present its collections in its own way and timing.
Finally, it will be the turn of Los Angeles: on 3 November, just before the Lacma Art+Film Gala (an institution that supports cinema of which the brand is a long-time sponsor), the brand's new collections will go on the catwalk.
The exhibition is open all week, but on weekends reservations must be made by writing to guccigarden@gucci.com.