The Gucci Garden is located in the historic Palazzo della Mercanzia in the central Piazza della Signoria and it is enriched by a pink eye logo.
The space designed by Alessandro Michele, revolutionary designer of Gucci, hosts a boutique with unique items, the restaurant “Gucci Osteria” by Massimo Bottura, chef awarded with three Michelin stars, and the Gucci Garden Galleria, an exhibition area with various thematic areas curated by the critic Maria Luisa Frisa. On display there are vintage objects, craftsmanship and historical advertising campaigns from the Gucci archive.
The Gucci Museum in Florence, now renamed Gucci Garden Galleria, is located on the first and second floor of the Palazzo della Mercanzia and it opens with the Guccification room, dedicated to the double G of the Maison. Terms such as the GucciGhost of Trouble Andrew or the new denominations of the Maison – Guccy, Guccify and Guccification, are used to refer to the most modern expressions of the fashion house. The tour continues in the Paraphernalia halls, dedicated to the Maison’s codes, and Cosmorama, which tells the Gucci’s historical clientele of the international jet-set and the evolution of the Maison’s crest.
On the second floor of the gallery there are two rooms De Rerum Natura that make think of the natural history museums and explore the passion of Alessandro Michele for animals and gardens. The tour ends with Ephemera, a room where you can retrace the history of Gucci through objects, videos and memories of the Maison. Finally, there is a cinema with experimental film projections like the preview of Zeus Machine/Phoenix, a short film created by ZAPRUDER filmmakersgroup.
More than a museum, an exciting and dynamic experience
The Gucci Garden is a special place where let yourself go between imagination and reality. The Gucci museum was born in 2011 but it has recently been reinvented as a living and creative space, in which to express the ever-changing aesthetics and philosophy of the Maison. The new Gucci Garden must be understood as a metaphorical garden that alludes to the constant presence of the natural theme of the brand’s aesthetics but also to the idea of perpetual beginning and return. The basement, which cannot be visited, continues to preserve the archive, while the ground floor hosts today the Gucci Osteria by Massimo Bottura, the Bookstore and the Boutique.
The ticket price of the Gucci Garden Gallery is € 8.00 (free for people over 65s and children under 12, the disabled, the residents in Florence – on Monday – and the company employees, reduced for the students).
Visiting hours: from 11:00 to 19:00.
The boutique is open every day from 11:00 to 19:00.
The Gucci Osteria is open for lunch and dinner.
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