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, the Gucci Garden Galleria, an exhibition area with various thematic areas, the bookstore and Gucci Giardino 25, coffee cocktail bar. 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 has renewed its exhibition over time, testifying to the continuous reworking implemented by the curators, who have been able to give the museum layout an extremely changeable character, open to change in its entirety.
The Archetypes exhibition was born inside the Gucci Garden in Florence: the garden of archetypes, an immersive and multi-sensory space that explores the Gucci campaigns of the last six years and the creative manifesto of Alessandro Michele. The exhibition is an immersion in the world of the curator of the exhibition Alessandro Michele with multiple inspirations ranging from art to music, from modern metropolises to utopian worlds, where the border between past, present and future, between history and mythology, moves continuously.
A journey through time and out of time that returns to where it all began, in Florence, the city where Guccio Gucci founded the Maison a hundred years ago. At the entrance to the exhibition there is a control room with 30 screens that intermittently show images of the campaigns presented in the following rooms. Glimpses of Los Angeles, Berlin and Tokyo are interspersed with visions of enchanted gardens and intergalactic landscapes, ark makers find their place together with compulsive collectors, dancers, irreverent smiles, partying pop stars, young people in revolt, horses parked at the car wash.
They are parallel worlds, sometimes overlapping, to be crossed by catching suggestions and reflections. The sensory journey continues with a new eau de parfum dedicated to the Gucci Garden. The fragrance joins The Alchemist’s Garden collection and is available in a limited edition with only 1000 numbered bottles in black lacquered glass, a tribute to the uniqueness of this creative space. The key ingredient is the broom flower, traditionally associated with magic and alchemy, floral, fruity, with honey notes, a sour touch and warm tobacco nuances.
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.
Gucci Giardino 25 is open from 8:00 to 1:00.
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