Gucci inaugurates the "Gucci Garden" in Florence, an exploration of the imagination and creativity of the House
On January 9, Gucci will inaugurate the new Gucci Garden by lighting a giant neon work of art on the facade of the old and elegant Palazzo della Mercanzia in Florence. Designed by Gucci's creative director, Alessandro Michele, Gucci Garden is dedicated to exploring the eclectic creativity that characterizes Casa. Combining a wide variety of pieces belonging to collections that go back to the origins of the Florentine House, back in 1921, with recent works, memories, collectibles and contemporary art, the Gucci Garden is not only a tribute to the rich archive of the House, but also a vibrant and interactive experience. The name Gucci Garden has been chosen not only because the aesthetics of the House incorporates in an imaginative way references to the natural world of plants, flowers and animals, but also because of its metaphorical meaning. Alessandro Michele affirms that «the garden is real, but belongs, first of all, to the mind and is inhabited by plants and animals; like the serpent, which sneaks everywhere and, in a certain sense, symbolizes a perpetual beginning and a return ». In 2011, the Gucci Museum opened its doors in this historic Florentine palazzo, built in 1337 and located between the famous Piazza della Signoria, where the Uffizi Gallery is located, and the Piazza di San Firenze. Now Gucci has taken the concept of the conventional museum and reinterpreted it to create a living, collaborative and creative space in which to express the evolution of the aesthetics and philosophy of the House. So, instead of just exhibiting a permanent collection of historical pieces, the Gucci Garden tells the story of the House contrasting past and present. There are exhibited clothes, accessories, video installations, works of art, documents and artifacts organized by themes along the two floors that make up the Gucci Garden Galleria. Contemporary items and vintage pieces are juxtaposed through dialogue; Friends of the House such as artists Jayde Fish, Trevor Andrew (aka GucciGhost) and Coco Capitan have been invited to decorate the walls, and their works are displayed alongside the wallpaper with Gucci motifs and a giant 19th century equestrian portrait of Domenico Induno: Fantino with bambina. Alessandro Michele hired the curator and critic Maria Luisa Frisa, director of the degree in Fashion Design and Multimedia Arts at the University of Iuav in Venice, to work with him in the organization of the Gucci Garden Galleria, located in the first and second floor of the palazzo. The curator explains that the exposed pieces imaginatively combine objects and video content, although they do not follow any specific chronology. "We decided to turn the space into a laboratory that houses all the elements necessary to experiment in a creative way," he says. In the De Rerum Natura rooms, for example, we see Gucci's passion for flora and fauna expressed through vintage and current garments, statuettes of silver animals made by the firm in the fifties and original works of art by Vittorio Accornero, who was responsible for creating the Flora of Gucci print in 1966 ». He explains that all the designers of Gucci are represented here, not only Alessandro Michele. "In Gucci, the past is an important part of the present, a statement that is perfectly in tune with Alessandro's vision of the firm and his attitude towards Florence, the birthplace of Gucci, which he sees as a city in which history is still she is very alive ». In line with the spirit of creative collaboration that Gucci Garden adopts, chef Massimo Bottura has been invited to open an intimate restaurant on the ground floor, the Gucci Osteria. Bottura is known internationally for its restaurant Osteria Francescana, which has three Michelin stars and is located on the Tuscan-Emilian Apennines, in the heart of Modena. For Gucci Garden he has created a completely new menu that extracts ideas from his travels and applies them to Italian cuisine. "When traveling around the world, our kitchen interacts with everything we see, hear and taste," says Bottura. With our eyes wide open, we look for the next big unexpected success. " The menu will include iconic Italian dishes and conceptual reinterpretations of the classics for an uninterrupted gastronomic experience. "The restaurant is a reminder that Florence has always been a center of cultural exchange, especially during the Renaissance," says Bottura. To reinforce this idea, the lyrics of a fifteenth-century carnival song (carnassial song) composed by Lorenzo de 'Medici -Canzona de los siete planetas or Canzona de' sette pianeti- is written in gold along the top of the walls of the Gucci Osteria. The ground floor of the Gucci Garden is destined to the restaurant and to a commercial space type bazaar organized in two great rooms. Here are available products designed exclusively for the Gucci Garden and that are not for sale in any other Gucci store. These products include shoes and bags in special materials, skirts and brocade coats, and several unique creations, such as silk bombers with the inscription Gucci Garden Gothic. We see the appearance of a logo dedicated to the Gucci Garden and new symbols that will become part of the lexicon of the motives of the House, such as a bat that adorns leather articles and personalized jewelry, and a new eye design that decorates small items of leather and gifts. The products bring a distinctive Gucci Garden label and come in an exclusive packaging from this store. In addition to the clothing and accessories that are only available here, Gucci Décor pieces are also on sale, as well as a selection of magazines and innovative publications, and a collection of books -both current works and old tomes- extracted of the Antica Libreria Cascianelli of Rome. The commercial space has been carefully designed to respect and pay homage to the original architecture of the palazzo. The room dedicated to prêt-à-porter, complements and decoration presents a color scheme that combines burnt yellow for the plaster walls with a shade of red that highlights the architectural forms of the windows and the arched doorways. The floor is made of hand-aged marble tiles. A second room, distinguished by its original stone pillars and an exhibition of merchants' coats of arms in stone, also stands out for its sky blue color. Here the floor is made of hand-painted wooden boards with a repeating motif of purple ribbons and lianas on a pale green base. This space is dedicated to complements, as well as to publications, and presents many specially designed exhibition elements such as painted wooden mannequin heads, reproductions of modern busts of women of the mid-twentieth century, ornate wooden hands and feet, metal hangers decorative -and upholstered with printed fabrics-, and boxes with compartments lined with fabrics with Gucci prints. Here you can find ideal products for gifts, such as stationery, postcards, matches, canvas bags, music boxes, maps of Florence and patterned decorative boxes. The spirit of the store evokes that of many old shops in Florence in which the exhibition furniture has been accumulated over the years in an organic and personal way. Among the furnishings in the Gucci Garden store are relics of antique shops that have been repaired, painted in a variety of Florentine colors and often decorated. These include tables, sideboards and displays of old houses and shops. An English country-style display, a Tuscan table and a carved support of an Italian pasticceria share space with an old wooden wardrobe with its restored original floral decoration, old glass showcases and vintage mirrors. Gucci Garden exclusive mannequins are upholstered in brocade and oriental rugs cover parts of the floor. The Gucci Garden is a tribute to the city of Florence in every way and reflects a passion for manual work and craftsmanship that recalls the mercantile origins of the palace and the history of craftsmanship of the house. Half of the 8 euros that each ticket to the Gucci Garden Galleria costs will be used to finance restoration projects in the city of Florence. The Gucci Garden Galleria in detail 1st Floor, Room 1: GUCCIFICATION. Highlights the appeal of the double G by exploring the different ways in which the logo has been transformed, from its use in vintage and contemporary pieces, to the recent collaboration with GucciGhost, passing the work of stylists such as Simon Foxton, who has imbued the Double G of the House with a punk spirit. 1st Floor, Room 2: PARAPHERNALIA The second room focuses on the famous icons of the firm, such as the moccasins, the horsebit, the red and green web, the emblematic prints of the house and the bamboo. 1st Floor, Room 3: COSMORAMA. It is dedicated to bags, suitcases and luggage, and explores the origins of the House as a manufacturer of leather goods for a sophisticated and cosmopolitan traveler. The emblem of the buttons -or the elevator boy-, a reference to the time when a young Guccio Gucci, founder of the firm, worked as a bellboy at the Savoy Hotel in London, also appears in a video, while the bags of Travel with unusual materials, shapes and sizes adorn a wall, acting as a commentary on the changing aesthetics of travel over the past century. 1st Floor, CINEMA DA CAMERA. A small cinema auditorium upholstered in red velvet with a capacity of 30 people, where the public can watch experimental films. The first will be the preview of Zeus Machine / Phoenix, a short film by the group of filmmakers ZAPRUDER, which is the second episode of a film series dedicated to Hercules that began in 2016. 2nd Floor, Rooms 4 and 5: DE RERUM NATURA. In these two halls that evoke natural history museums, the Gucci Garden Galleria explores the passion of Alessandro Michele for the iconography of animals and gardens. The samples of clothing, accessories and objects reflect how their interest has been fueled by the fact that these motifs have been part of Gucci's narrative since its inception, and how they have always shaped the design pendulum in the House, expressed in a way that oscillates between the natural and the hyperartificial. 2nd Floor, Room 6: EPHEMERA. Here the firm follows its own steps to the present through documents, videos, memories and selected products that compare and contrast each other to tell the fascinating and changing history of Gucci. Opening hours Store: from 10:00 a.m. to 7:30 p.m. Gucci Garden Galleria: from 10:00 a.m. to 7:30 p.m. (last entry at 6:30 p.m.) Gucci Osteria: reservations from 12:00 to 20:30 h Calendar From Monday to Sunday, all year round, with closings scheduled for December 25, January 1 and August 15. Rates 8 euros; 50% of the sale price of each ticket will be used to support restoration projects in the city of Florence. Special rates: admission to the Gucci Garden Galleria is free for people over 65, children under 12, disabled people, residents in Florence (only on Mondays) and employees of the company. Students have a reduced rate of 6 euros.
SHOWS Chanel Fall-Winter 2018/19 Haute Couture Collection High Profile
SHOWS N21 Spring Summer 2019 Men’s Fashion Show
EDITORIALS Gucci launches "Gucci Collectors", the campaign for its Fall-Winter 2018 collection
SHOWS HYMSKI Rangers Collection