Gucci Brand
Gucci Opened Its Fully Renovated Store In Via Monte Napoleone, Milan
Luxferity, 12.12.2023
The House’s flagship store seamlessly blends tradition with contemporary design and celebrates the creative essence of Milan and “Made in Italy”.
The longstanding connection between Gucci and Milan becomes ever deeper with the opening of the House’s fully renovated boutique at its historic location in Via Monte Napoleone where the store was first inaugurated in 1951 and where countless royals, both literal and figurative, have set foot to browse and shop. The city’s ability to inspire creativity has placed it at the heart of the country’s most renowned endeavors in fashion, luxury, and art among others, and Gucci is pleased to present its new space as an homage to both Milan and the values of Italian beauty and craftsmanship.
The artfully restored boutique showcases diverse elements unique to Milan within an intentionally essential interior designed to place Gucci’s collections at the fore. Clean lines and understated tones are complemented by an intuitive appreciation for Made in Italy values - quality, authenticity, and a distinct sense of style - which resonate with the meticulous choices of materials and furnishings, in harmony with Sabato De Sarno's contemporary aesthetic. Cipollino and Bardiglio marbles in floors, forming intricate geometric patterns, evoke elements found in some of the city's most emblematic residential projects. A broader tribute to Italian tradition is exemplified in the use of Venetian "pulegoso" glass for shelving and other details. Thoughtfully placed throughout are armchairs and sofas and tables by Cassina, B&B, Living Divani and Minotti, icons of Italian design with a global resonance – a concept perfectly aligned with Sabato De Sarno’s creative gaze.
As a reflection of Gucci’s longstanding commitment to the world of arts, the space proudly houses a selection of modern and contemporary artworks chosen by curator Truls Blaasmo. The journey through the boutique is conceived as a visual experience for visitors that encourages interaction and engagement, while facilitating a dialogue between emerging and mid-career artists and established ones. Reinforcing the connection to the city, the boutique showcases works from Milanese masters such as Lucio Fontana, Getulio Alviani, Franco Mazzucchelli and Liliana Moro, along with works from international artists such as Nathlie Provosty, Jamie Poblete, Adji Dieye and Augustas Serapinas, engaging in a conversation around color and form.
“This opening pays homage to the House’s longstanding connection and history with the city of Milan, which debuted here in 1951. Today, it is particularly meaningful that we reopen in this address, at the very heart of a city renowned for sparking creativity, influencing fashion, and embodying luxury,” declares President and CEO Jean-François Palus. “This flagship echoes Gucci's profound appreciation for contemporary art and design and epitomizes the essence of Italian beauty and craftsmanship. It invites our clients to embark on a beautifully tailored experience, showcasing the exceptional quality of the House’s products. Here, Gucci’s fashion authority and timeless luxury are centre stage.”
Upon entering, the ground floor is devoted to leather goods, showcasing the House’s signature handbag lines. Taking center stage within the space, a back-lit white alabaster wall spotlights a selection of Jackie Notte bags and Signoria slingback pumps from the Gucci Ancora collection. Similarly, a different display wall draws attention to precious silk carrés featuring the historical Flora print which continues to imbue the House’s collections with a romantic feel since the 1960s. Notably, the ground floor houses the Rosso Ancora room – an immersive and transformative space adorned with Rosso Ancora red shade carpeting and lacquered walls and ceilings. The room exhibits 150 maquettes of Jackie Notte bags along with a luminous Gucci Ancora sign celebrating the codes of the House and Sabato De Sarno’s contemporary vision.
On the occasion of the grand opening, the lower floor offers a preview of the Gucci Ancora collection. For the first time, guests are invited to discover the looks from the SS24 runway, available for pre-order.
Counting over 1,800 square meters spanning across two floors, the boutique houses Men’s and Women’s Ready-to-Wear, Handbags, Luggage, Shoes, Silks, Eyewear, Jewelry, Fragrances and more. The store also introduces two separate VIP lounges for a luxury experience.
As part of Gucci’s commitment to implement and enhance eco-friendly initiatives and energy-efficient technologies in the House’s stores worldwide, the new boutique is designed using LEED guidelines and principles; and a Building Management System (BMS) to monitor and promote energy efficiency.
