Following an extensive year-long refurbishment, Gucci unveils its fully renovated flagship store in Milan. The reopening of its historic boutique, established since 1951 on the prestigious Via Montenapoleone, marks the definitive departure from the era of Alessandro Michele. The former creative director's flamboyant style has given way to a poised sobriety and whispered luxury, signaling the label's repositioning within the high-end luxury segment of the industry.
Sabato De Sarno, the new creative director of Gucci who assumed his role in January, hasn't yet fully implemented his aesthetic vision into the store's design. His much-anticipated new boutique concept is scheduled to launch in 2025, particularly across Asia. Nonetheless, subtle elements of his influence are palpable through the focus on art and design within an elegantly minimalist setting.
The store boasts a curated collection of a dozen contemporary artworks, handpicked by curator Truls Blaasmo, showcasing Milanese artists such as Lucio Fontana or Franco Mazzucchelli alongside internationally acclaimed figures including Nathlie Provosty, Jamie Poblete, Adji Dieye, and Augustas Serapinas. These masterpieces are thoughtfully juxtaposed with carefully selected designer furniture, encompassing Cassina's armchairs and sofas by Gerrit Thomas Rietveld or Vico Magistretti, as well as Roddolfo Dordoni's Gladstone coffee table for Minotti and Mario Bellini's La Bambola armchair crafted for B&B Italia.
The store boasts a curated collection of a dozen contemporary artworks, handpicked by curator Truls Blaasmo, showcasing Milanese artists such as Lucio Fontana or Franco Mazzucchelli alongside internationally acclaimed figures including Nathlie Provosty, Jamie Poblete, Adji Dieye, and Augustas Serapinas. These masterpieces are thoughtfully juxtaposed with carefully selected designer furniture, encompassing Cassina's armchairs and sofas by Gerrit Thomas Rietveld or Vico Magistretti, as well as Roddolfo Dordoni's Gladstone coffee table for Minotti and Mario Bellini's La Bambola armchair crafted for B&B Italia.
The setting exudes a fusion of classic modernity, characterized by pristine white walls, sleek steel fixtures, and refined materials honoring Italian craftsmanship, such as the opulent marble flooring and "pulegoso" Venetian glass used for the shelves.
"The new boutique places a significant emphasis on the value Gucci attributes to contemporary art and design, encapsulating the essence of Italian beauty and craftsmanship, aiming to provide our customers with a unique experience," remarked CEO Jean-François Palus in a statement, highlighting how "timeless fashion and luxury coexist in perfect harmony within the boutique."
The formula of integrating contemporary art with design in luxury fashion houses' stores isn't novel, as recently demonstrated by another Kering label, Saint Laurent, during the opening of its flagship store on the Champs-Élysées.
Spanning 1,800 square meters across two levels, the Milan space exhibits leather goods on the ground floor, including the house's iconic bags and accessories such as silk scarves. A longitudinal room, adorned in Gucci's new Ancora red hue (walls and carpets), celebrates Sabato De Sarno's inaugural collection, displaying 150 Jackie Notte bag models along the wall. This burgundy red accentuates the entire store's aesthetic in refined touches.
The store also features women's and men's ready-to-wear collections and an extensive range of accessories including shoes, luggages, eyewear, jewelry, fragrances, and more. Additionally, it includes two separate lounges dedicated to offering an exclusive experience to the brand's most esteemed clientele.
