Gucci presented Gucci Circolo Milano, a temporary space in the heart of Milan – in the eighteenth-century palace Gallarati Scotti – where to meet to live an immersive experience dedicated to the collections and codes of the maison.

All of Gucci’s creative energy finds expression within an ancient palace on Via Borgospesso, and is articulated in a succession of experiential environments and exhibition rooms conceived as a single narrative space through the chapters of the Aria collection, designed by Alessandro Michele and presented in April 2021.

A journey that begins with “Gucci 100” and through a series of installations that enhance the distinctive aesthetics of the fashion house, concludes with the presentation of “The Hacker Project”.

Inside this new Gucci-branded space, the journey continues in the Listening Lounge, a listening room that celebrates the deep bond that exists between the Milanese fashion house and music. Many vinyl records are on display for a sonic journey with the songs of some of the artists that have a connection with Gucci: Harry Styles, Sir Elton John, Florence Welch, Achille Lauro and many others. It is also possible to download a playlist created to celebrate the 100th anniversary of the fashion house. 

In the center of the second room is a reproduction of the Aria runway, where one can experience the thrill of walking down the runway surrounded by neon lights and camera flashes. 
There is also a screening lounge: a meeting place that will host members of the Gucci community for special occasions.

At the end of this narrative path, you arrive at the tea room where, on comfortable armchairs and velvet sofas you can relax and enjoy the floral arrangements that surround the room.

Gucci Circolo Milano has scheduled a series of events until the end of November to celebrate the unique aesthetic of the Milanese fashion house in the best possible way.