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
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.
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