Gucci Storia, the new immersive exhibition at Palazzo Gucci
A journey through archives, fashion, and innovation by Demna that traces the evolution of the fashion house
Gucci Storia opens a new chapter at Palazzo Gucci, transforming the historic Palazzo della Mercanzia into an immersive journey through memory, craftsmanship, fashion, and innovation. Through the vision of Creative Director Demna, the exhibition traces the evolution of the House in constant dialogue with the city that gave birth to it, weaving together past, present, and future in a dynamic and contemporary narrative.
The exhibition opens with La Trama del Tempo, a space dedicated to the symbolic narration of the House’s 105-year history through large tapestries inspired by Renaissance art, which recount key moments in Gucci’s history, from Guccio Gucci’s beginnings at The Savoy to Demna’s contemporary vision.
Gucci Storia Next is La Galleria, inspired by traditional portrait galleries, where Catherine Opie’s photographic series La Famiglia captures the many facets of “Gucciness”—a blend of elegance, sensuality, and character.
Archivio, on the other hand, evokes natural history museums, with drawers and containers holding unusual objects from the Maison—such as tennis bags, shaving kits, scarves, and rare pieces—revealing the brand’s most surprising creativity.
The Cinema is an immersive room dedicated to visual content that expresses Gucci’s new creative vision, where films and videos play in a monochromatic space dominated by a large velvet curtain. In Generation Gucci, large-format images shot by Demna reinterpret the House’s codes, creating a visual dialogue between past, present, and future.
Gucci Storia La Manifattura, divided into two sections, celebrates the House’s savoir-faire and its capacity for innovation: on one side, iconic Gucci models such as the Bamboo 1947, Jackie 1961, and Horsebit; on the other, a contemporary space featuring robots and technologies inspired by the Gucci ArtLab.
On the second floor, La Materia chronicles six decades of Gucci ready-to-wear through suspended mannequins that seem to float in space, offering a close-up view of the House’s stylistic evolution.
La Stanza della Verità, meanwhile, evokes the legendary Gucci private room in New York City during the 1980s, amid mystery, gossip, and symbolic objects that reveal the brand’s most enigmatic side.
Gucci Storia The exhibition concludes with L’Oracolo, a dreamlike, monochromatic space where a mysterious interactive pillar invites visitors to consult the oracle, in a playful and symbolic experience that reflects both Gucci and the observer. Gucci Storia is thus a journey through the House’s many identities, where tradition and innovation coexist in a state of constant transformation.
