The Gucci Garden, an interactive museum celebrating Gucci’s rich archive, opens in the historic 14th-century Florentine palazzo.
Shortly after a temporary closure of the Gucci Museo (which opened in 2011), Gucci Garden is born. The ancient Palazzo della Mercanzia’s grandeur is juxtaposed with a hypnotic giant neon eye artwork on its facade – melding old with new, sophistication with creativity.
In the words of Gucci Creative Director Alessandro Michele: “The garden is real, but it belongs above all to the mind, populated with plants and animals: like the snake, which slips in everywhere, and in a sense, symbolises a perpetual beginning and a perpetual return.”
Spanning three floors, Gucci Garden reimagines the idea of the conventional museum and explores the House’s evolving aesthetic. Together with critic and curator, Maria Luisa Frisa, the Gucci Garden Galleria occupies the first and second floor of the palazzo.
Themed rooms (Guccification, Paraphernalia, Cosmorama, De Rerum Natura, and Ephemera) celebrate the archives with vintage items and artisans’ images. Here, the walls are decorated with works by friends of the House: artists like Jayde Fish, Trevor Andrew (aka GucciGhost), and Coco Capitán.
Gucci Garden’s ground floor is dedicated to Gucci Osteria, a restaurant by three-Michelin-starred chef Massimo Bottura (check out his Netflix documentary!) – testament to Gucci’s spirit of creative collaboration – and a bazaar-like retail space.
In one of these rooms you’ll find products exclusive to Gucci Garden, including clothes and accessories in special materials, packaging, and a “distinctive Gucci Garden Label”. (Even the mannequins are unique to Gucci Garden.) Items from the Gucci Décor collection are available here, and if you fancy antique tomes, you’ll be happy to know that that they’re from the Antica Libreria Cascianelli in Rome.
The other room features accessories, publications, and specially-designed display devices, from reproductions of mid-century modern busts of women to partitioned boxes coated in Gucci-print fabrics. Like a museum’s souvenir shop, you can bring home a gift or two: stationery, postcards, canvas bags, or maps of Florence.
Truly an homage to the city of Florence, even several of Gucci Garden’s display furniture were antique-shop finds that have been repaired and painted in Florentine colours. An antique wooden wardrobe with its original floral decoration is but one of many ways that Gucci Garden articulates the House’s love for and history of artisan workmanship.
Store: 10.00 – 19.30
Gucci Garden Galleria: 10.00 – 19.30 (last entry 18.30)
Gucci Osteria: reservations from 12.00 – 20.30
Seven days a week, year-round, with closures planned for 25th December, 1st January and 15th August.
Note: Half of the €8 ticket price for the Gucci Garden Galleria will be donated to support restoration projects in Florence.