Almost exactly one year ago, Gucci unveiled its latest concept store, Gucci Garden, in Florence, Italy. Conceived by the electric creative director Alessandro Michele, who has brought the fashion house to new heights, Gucci Garden is a triple threat. It houses a store, which carries an exclusive, limited-edition product selection, a restaurant headed by chef Massimo Bottura and an exhibition area curated by Maria Luisa Frisa.
The latest exhibition to grace the garden, “The Male — Androgynous Mind, Eclectic Body,” is centered around explorations of masculinity. The exhibition is dedicated to the ideas of masculinity Gucci has explored since the ’60s and features symbolic archival pieces from past and present Gucci creative directors. Tom Ford, an undeniable icon and fixture in Gucci’s brand history, is also featured. A black cotton jacket and shirt with wide leather pants from Ford’s spring 1999 collection for Gucci, and silk floral-printed kimonos pants and velvet slippers from the spring 2003 collection are signature pieces included in the exhibition.
The transitional spaces inside Gucci Garden are covered in wall paintings of naked figures following the theme of individuality and sexuality by Italian street artist and muralist MP5. British artist Alex Merry, was also brought in for the installation. She created a series of painted arched windows for the stairwell, which depicts metaphysical landscapes and alchemic transformations.
The gift shop is filled with all new merchandise, including a capsule of T-shirts, hoodies and tote bags by MP5 featuring black-and-white graphics inspired by the I Ching, the ancient Chinese texts based on wisdom. Entry to the Gucci Gardens is 8 euros or about $9.55 with half of each ticket price donated to support various restoration projects around the city of Florence.
The crossover of fashion and lifestyle is nothing new. Designers Tommy Hilfiger and Calvin Klein have also ventured into home decor and bedding. Gucci has also entered the home decor market, which launched September of 2017. Gucci took its signature decorative motifs to vases, various piece of furniture, pillows and even wallpaper. Students speculate on how Gucci Garden is a power move for the house.
“I love this concept. Gucci wants everyone to share their lifestyle. It isn’t just about clothes, I think Gucci is trying to connect everyone with who they are as a brand,” said third-year fashion marketing and management student, Gabby Robinson. Fourth-year fashion marketing and management student Stefun Darts added, “I’m a huge fan of Maria Frisa. By having a restaurant, it’s oddly unique but still a huge plus when it comes to creativity. Some people are getting to that point, especially at our school, where they value the aesthetic of the brand and how that brand resonates with them. It’s becoming a lot more personal which is the objective for luxury fashion.”
