Let yourself be transported into a world of luxury and refinement at the Gucci Garden, where eclectic self-expression and blooming femininity await. Nestled in the heart of Florence, Italy, located in the Palazzo della Mercanzia, the Gucci Museum is a unique experience that celebrates natural beauty and unconventional style.

Set foot at the Gucci Garden and enter a sumptuous Italian villa where flora, fauna, and luxury intertwine with its lush green plants and beautiful marble floors. Inspired by Gucci’s first fragrance, Gucci Bloom, Alessandro Michele-an Italian fashion designer and the creative director of Gucci-has designed the museum with blooming beauty and charisma, where his authentic inspiriting has no boundaries.

Get a walk-through time and an insight in the history of Gucci through its archives, which include more than 2,000 pieces from its collection of approximately 3,500 items from the 1960s to the present. You will be surrounded by the most beautiful works of art in Europe and the world, and not only those of the Renaissance: you will find paintings by Picasso, sculptures by Rodin and furniture from Versailles. Some rooms are dedicated exclusively to Gucci products, while others focus on the artwork itself or present collections of clothing that cover decades of fashion trends.

This place of beauty, history and culture, is structured as a series of rooms connected by winding paths, thus creating a maze effect in which you will never know where you will find yourself. You will find a permanent collection containing more than 500 pieces from the Gucci archives dating back to the 1920s in Florence.

Designed to be submerged in a dreamlike atmosphere, every room has its own sense of identity. The museum captures the House’s vision with each room, through a play of color and effects for a more immersive experience. You’ll find everything from dresses to accessories to bags and shoes, all beautifully displayed in the museum’s galleries.

Through aiming for a more modernized experience, Alessandro Michele has created interactive exhibitions such as videos showing how designers work on new collections sitting at their desks, a display of mirrors, videos showcasing the pieces worn by models.

It is a true experience of total refinement for anyone that walks in, where you can browse through beautiful books at their library, quench your thirst at the Giardino 25, shop at Gucci store and enjoy a sumptuous meal at the Gucci Osteria.

Bold, delicate, feminine and authentic, the museum captures the multi-faceted personality of Gucci, in a place where you can discover and appreciate the true spirit of Gucci that cover decades of fashion trends.

GUCCI HALLUCINATION – Spring Summer 2018

In the form of a spectacular series of paintings, Gucci Hallucination visually evoked the uplifting power of art and beauty in rich visual terms. “On the Supreme State of the Republic and the New Island of Utopia” – Thomas More, 1516 What is utopia? A perfect vision, an ideal society, an egalitarian fantasy. Thus, an ironic denial of the possible existence of utopias was embedded in the term from the beginning. Utopias were dreamed of for centuries long before they were given a name, from the time of Plato and his Republic, or beyond myths and legends like Atlantis. But by its very nature, utopia existed only in the realm of imagination.

Ignación Real is a Spanish artist who creates fantastic works that blend the world of pop culture and Renaissance imagery. The paintings for the Spring/Summer 2018 campaign place models wearing designs from the collection in his three worlds of air, sea and mind, with humor referencing classical works of art and ancient Greek and Roman mythology. It is a magnificent series full of details. Models traverse clouds in chariots, ride horses before the appearance of cities in the sky, and transform into mythical lion-like beasts. Three women soar above us, relaxing on the edge of a cloud angel floating in the sky, while whimsically swinging their fishing rods into the realm of humanity represented by domed buildings and flying planes. It is a delicate and beautiful evocation of the transformative power of art and imagination.

SEOUL SCENE – Pre-Fall 2017

An energetic celebration of nights spent on the dancefloor, Gucci Pre-Fall 2017 was a heartfelt affirmation of belonging and the joys of self-expression. Northern Soul was (and is) a musical subculture that started in the north of England in the late 1960’s. A notoriously passionate and dedicated scene, its followers admired a style of soul music from mainly-black communities in American cities such as Detroit, with a fast and hard beat that could be deployed as soundtracks for long, sweaty nights out on the floor, and the scene’s uniquely exuberant dance style.

Gucci’s Pre-Fall 2017 campaign was a celebration of the dedication and non-stop energy of this movement’s adherents in particular, and all those committed to the joys of dance, creativity, and self-expression in general. The short film, soundtracked by one of the most popular Northern Soul anthems of all time, is a no-holds-barred celebration of the uncomplicated joy of jumping, spinning, and clapping to the beat.

Inspired partly by the preceding year’s Made You Look exhibition exploring black masculinity and dandyism, the Pre-Fall 2017 campaign featured an all-black ensemble of performers and models. Joyous, energetic and flamboyant, its imagery was inspired by the work of Malian artist Malick Sìdìbē, who photographed young dancers at parties and clubs around his hometown in the 1960s and 70s. With its proud and radical foregrounding of people of color, this campaign also prefigured the welcome calls for better representation in fashion imagery that were to become increasingly insistent in following years.

With its thoughtful evocation of the passion of a group of people coming together to celebrate the music that unites them, and its inclusive spirit of youthful exhilaration, Gucci Soul Scene was sensitive exploration of identity, belonging and the ecstasy of communal self- expression. /Source: Gucci Museum.

‘Mémoire di Negroni’ – a tribute to the Italian Negroni, originating in Florence over a century ago.

Gucci has opened Giardino 25, the House’s latest all-day cafe and cocktail bar, in Florence’s Piazza della Signoria. Creative Director Alessandro Michele adds Giardino 25 to Gucci Garden, his multidisciplinary collaboration that includes a museum and boutique. It opened in January 2018. Giardino, the Italian word for garden, refers to this cafe and includes a number that Alessandro Michele has often used in his designs. The venue draws inspiration from the rich history of the Piazza della Signoria to create a sense of wonder and harmonious contrasts.

In collaboration with its Florentine surroundings, it brings together the codes of the House and a flower shop’s colors, scents, and exuberance.

With its all-day menu and its homage to seasonality while drawing inspiration from the Tuscan countryside, Giardino 25 reflects its dual identity as a place to enjoy intimate daytime interludes and lively after-hours events.

At the helm is head mixologist Umbria-born Martina Bonci, whose passion for mixology began in her elderly grandmother’s kitchen with furtive sips of wine. Her passion was shaped by diverse experiences throughout Italy. Her signature line-up of balanced, colorful cocktails is characterized by creative inventiveness and high-quality ingredients, reflecting the House’s core values, including the ‘Mémoire di Negroni’ – a tribute to the Italian Negroni, originating in Florence over a century ago.