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Gucci Garden in Florence Combines Art, Food, and Fashion

The brand's creative director Alessandro Michele transforms the historic Palazzo Della Mercanzia into a one-stop shopping emporium

By Catherine Hong
Luxury boutique interior with mannequins, designer handbags, books, and elegantly arranged shelves displaying high-end products.
The boutique at Gucci Garden in Florence, Italy. Photo: Courtesy of Gucci

Illuminated historic building at night with a pink neon eye artwork on the facade in a city square.
Gucci Garden located in the historic Palazzo della Mercanzia in Florence, Italy. Courtesy of Gucci

If René Magritte once proclaimed, “This is not a pipe,” Gucci can now insist, “This is not a museum.” As piloted by the fashion house’s creative director, Alessandro Michele, the new Gucci Garden— a radical reimagining of the Gucci Museo in Florence’s historic Palazzo Della Mercanzia—is a hyperkinetic creative space dedicated to all things Gucci. The three-story showcase tells the story of the fashion giant by colliding past with present. Yes, visitors can view vintage treasures from the archives—the horse bit, the loafers, the red-and-green grosgrain—but in juxtaposition with contemporary clothes and accessories, video installations, photography, and art.

Vintage dresses on a rack with decorative hats above, set against a floral-themed backdrop in warm tones.
The boutique at Gucci Garden. Courtesy of Gucci

Man standing in eclectic room with artwork, mannequin hands, books, and birds on a table, wearing a plaid shirt and cap.
Gucci creative director Alessandro Michele. Peter Schlesinger

On the ground floor, Italy’s most innovative chef, Massimo Bottura, heads the restaurant, Gucci Osteria. Of course, there’s also a boutique featuring items exclusive to Gucci Garden. And, yes, it definitely is a shop. gucci.com

Elegant restaurant interior with green walls, arched window, and tables set for dining with white tablecloths and chairs.
The striking Osteria restaurant is headed by three-Michelin-star chef Massimo Bottura. Courtesy of Gucci

Red velvet-draped room with illuminated photograph of a construction crane in the center, creating a dramatic ambiance
A red velvet-tented auditorium dubbed Cinema da Camera. Courtesy of Gucci