MANIFESTO

#63

CHANGE OF SPACE

Milano Burgundy

2023.12.15

Gucci celebrates its connection with Milan through the reopening of the historic 1951 boutique in Monte Napoleone, capturing the essence of the maison in a solid and reasoned red. Shades between burgundy and cardinal accompany the spatial concepts of Lucio Fontana, as well as the fluid lines of Cassina and Minotti.

It was 1951 when the first Gucci boutique opened its doors to the Milanese public. Today, the deep connection between Gucci and Milan is renewed with the reopening of the historic boutique in Via Monte Napoleone, in the heart of the city. The new location, designed by Sabato De Sarno, incorporates architectural elements symbolic of Milanese aesthetics, starting from the Cipollino and Bardiglio marble in the floors to the use of Venetian frosted glass for the shelves and other details paying homage to Italian manufacturing tradition. Design excellences are encapsulated in the seats and tables of Cassina, B&B, Living Divani, and Minotti, in harmony with the creative vision of Sabato De Sarno. A journey that guides us through artworks curated by Truls Blaasmo, including Jaime Poblete and Nathlie Provosty on the ground floor, and in the basement, showcasing the concetti spaziali of Lucio Fontana, along with works by Michael Rey, Paolo Gonzato, Herbert Hamak, Adji Dieye, Annamarie Ho, and Augustas Serapinas. However, it’s the atmosphere of the Rosso Ancora room that makes this space special. Located on the ground floor, it transforms the shopping experience into an immersive journey: lacquered walls capture the essence of Sabato de Sarno’s creative vision, where preordering items from the Spring/Summer 2024 collection is possible.

“The new boutique places at its core the value that Gucci attributes to contemporary art and design, embodying the essence of Italian beauty and craftsmanship. With the aim of providing our customers with a unique experience, the Monte Napoleone store enhances the exceptional quality of the Maison’s products. Here, timeless fashion and luxury coexist in complete harmony.”

– Jean-François Palus

The main floor elegantly welcomes a range of leather items, displaying the iconic bags of the Maison. A wall illuminated from the back, characterized by white alabaster, showcases the carefully selected Jackie Notte bags and the iconic Gucci Signoria slingback shoes. Simultaneously, another display area is dedicated to silk scarves, adorned with the historic Flora print, an element that gives Gucci collections a romantic touch from the 1960s. On the lower floor, visitors can enjoy an exclusive preview of the Gucci Ancora collection, featuring, for the first time, garments from the SS24 runway available for pre-order. Spread over two floors and spanned in 1,800 square meters, the boutique offers a wide range of Prêt-à-Porter for men and women, along with a variety of bags, luggage, shoes, silk, glasses, jewelry, and fragrances. Aligning with the Maison’s commitment to sustainability in its global boutiques, the store has been designed in accordance with LEED certification requirements for sustainable construction. Additionally, the store is equipped with a BMS system that allows for consumption monitoring and process optimization, reflecting Gucci’s attention to environmental responsibility.

 

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