TRAVEL

Fashion Find: Gucci Garden, Florence

This Store Rejects Labels

Gucci Garden by Florence's Palazzo della Signoria. Courtesy of Gucci.

This article originally appeared in American Way Magazine, April 2018.

Gucci transforms a palazzo into a multifaceted retail fantasy

Gucci has fun blurring the lines between fashion, food, history and art with its latest enterprise, Gucci Garden. The space, which recently opened in the 14th-century Palazzo della Mercanzia in Florence, explores the Italian brand’s past and future, and rocks a trattoria with a menu by three-Michelin-star chef Massimo Bottura (pictured right).

While an on-site boutique sells items only available at the Gucci Garden, creative director Alessandro Michele insists the project is less about creating a retail environment and more about dreaming up a fantasy world— with the Gucci brand at its center. “The Garden is real,” he says, “but it belongs above all to the mind.”


Read the April issue of American Way magazine here.

Boutique. Courtesy of Gucci.

Massimo Bottura's Gucci Osteria. Courtesy of Gucci.

Artist Jayde Fish's whimsical murals. Courtesy of Gucci.

Did I mention there is a cinema? Courtesy of Gucci.