On the occasion of Gucci’s 100th anniversary, Gucci Garden Archetypes, an immersive exhibition exploring the vision and essence of the House and its creative director Alessandro Michele, has opened in Florence.
The spaces of the Gucci Garden have been transformed into a pathway through which you will be catapulted into some of the most iconic and emblematic advertising campaigns. Alessandro Michele said: “I thought it would be interesting to accompany people on this first six years of my journey, inviting them to take a walk through the imaginary, the narrative, the unexpected, the twist, the shimmer. I have created a playground of emotions that are the same as the advertising campaigns, because they are the most explicit narrative of my vision”.
From the Gucci Beauty lipstick campaign with punk singer Dani Miller to the fragrant floral paradise of Gucci Bloom, whose campaign starring Dakota Johnson, Petra Collins and Hari Nef presented the House’s vision of femininity.
It continued with the Pre-Fall 2018 campaign that paid homage to the Parisian youth of May ’68, to a reinterpretation of the trip to Tokyo for the Fall-Winter 2016 campaign using 150,000 sequins.
In addition to the various rooms set up, the journey offered by Gucci Garden Archetypes is completed with original texts by personalities from the cultural scene such as critic Achille Bonito Oliva, philosopher Emanuele Coccia, artist and researcher Anna Franceschini, curator Antwaun Sargent and sustainability and culture advisor Shaway Yeh.
Gucci, however, is also meeting the needs of the moment, on Gucci’s website it will be possible to visit the exhibition from home and from today for only two weeks, thanks to the collaboration with the Roblox platform, it will be possible to visit Gucci Garden Archetypes in virtual reality.
Those lucky enough to be able to physically visit the exhibition will be treated to Gucci Garden eau de parfum, the first fragrance dedicated to the Gucci Garden, in a limited edition and on sale exclusively in the Gucci Garden boutique, inside the ancient, elegant Palazzo della Mercanzia in Piazza della Signoria, Florence.
Discover below some images of the exhibition and let yourself be transported into the magical world of Gucci and Alessandro Michele.