Text by Lucrezia Sgualdino

An immersive journey inside the history of the Maison, through creativity, craftsmanship and essence that has defined entire eras.

Gucci Visions tells a unique point of view of Gucci’s 102-year history, taking visitors inside a retrospective of tributes to the iconic elements of the brand’s creative history. It is not only the result of the talent of Creative Directors but also of the great and careful craftsmanship of unique masters. The hereditary codes that the exhibition aims to highlight are definitely the spirit of adventure and innovation, the constant faith placed in the power of creativity, along with the continuous dedication to the Italian craftsmanship tradition. The origins, the history and the reasons why elements have become the hallmark of a brand, the collection of elements that create an essential and decisive appeal. The Bamboo bag, the GG monogram, and the Flora motif, along with the world of luggage, are all elements inspired by tradition but reimagined for the contemporary world. An avant-garde vision that transcends all time limits, a savoir-faire anchored in firm roots but fueled by an exclusive approach.

Metaverse is the first section, aimed at the cutting edge and the entire digital universe. Here a gaming chair is set up from which one can access an incredible perspective on all the recent projects carried out in this new world. The experimental dimension of Web3 has been investigated for one of the latest initiatives of the brand, which has decided to establish itself as an innovative force in this area as well. The second room, on the other hand, hosts a celebration of celebrities. Stars is set up with large mirrors and digital screens that create an illusory and multiplying optical effect; on display are nine outfits tailor-made for celebrities from the worlds of film or music, telling every step of Gucci’s initiation into the world of international stars. Guccio Gucci first encountered high society at London’s Savoy Hotel, where he worked as a porter; in the 1950s and 1960s, his garments began to be known by Hollywood personalities until they became symbols of the glamour of the 1970s and 1980s. With the celebrity couture of the 1990s and the advent of the digital age with social and almost daily social events, these connections inevitably increased.


Travel takes us back in time, to 1921, when Guccio Gucci founded the fashion house. His dream was to be able to create sophisticated luggage items designed for the discerning, contemporary traveler. The layout of this room features alcoves with LED animations in the background, and the items on display range from a calfskin toiletry case from the 1940s, a suitcase from the 1950s with a Renaissance print, models with more classic Gucci motifs from the 1960s and 1970s, to the Savoy collection of 2022. The latter is a strong tribute to the founder and at the same time represents how much every aspect is constantly being updated to keep up with modern times and meet evolving needs. The Icons room, on the other hand, houses three iconic creations of the brand, all representing a key aspect of it: the Bamboo 1947 bag, the Horsebit 1955, and the Jackie 1961. The first, characterized by its ingenious bamboo handle, symbolizes inventiveness and craftsmanship par excellence; the second features a contemporary silhouette and celebrates equestrian inspiration with the iconic Horsebit; and the third, with its unmistakable crescent-shaped profile and metal piston clasp, is a symbol of sophisticated, casual elegance. These three style icons are offered for the occasion in 400 different versions, in materials, colors, fabrics and patterns.


The Bamboo section pays homage to the material introduced starting in 1947, when, in the postwar period, the scarcity of raw materials forced the fashion house to find an innovative solution that became its new hallmark. Archival bags are displayed in multiple varieties of colors, the proposals of the past and those of the present in fact find their part in a dialogue that shows how an element born as a mere practical solution has become a metaphor for the visionary creative research of an entire Maison. Looks that have defined decades have been selected from the Gucci Archive for Fashion. The garments, ranging from the 1960s to the present day, are arranged in pairs so as to create a visual dialogue between them, a conversation between different times and eras. There are looks by Alessandro Michele, Tom Ford, and Frida Giannini; it all appears as an exciting and stimulating journey through time. The last room, Flora, recounts the floral motif commissioned from Vittorio Accornero de Testa in 1966 and is divided into its own distinct sections. The first recreates a sculptural garden of flowers, while the second features a kaleidoscopic pyramid within which the motif is reflected on the floor and walls. The fragrance intoxicates the environment, giving an immersive sensory experience of the rich representation of natural species that define the motif.


The exhibition is thus defined as an illustrated chronology of history, tradition and creative art. Each collection presents one of the distinctive aspects of the Italian fashion house’s extraordinary and unparalleled history. Gucci Visions creates a path of stimuli that allows the visitor to reflect on the brand’s work over more than a century of history. Thanks to iconic models and innovative ideas, creativity and quality will never cease to give new proposals from such a fascinating universe. Gucci’s past once again finds itself in dialogue with the present in order to succeed in the creation of a great brilliant future.


The Gucci Visions exhibition opens to the public on June 15th, 2023 at the Gucci Garden, Piazza della Signoria, Florence.

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