This Store Rejects Labels
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.”