Guccification As Part Of A Greater Retail Trend

With its latest endeavour in retail, Italian luxury brand Gucci brings experiential retail to a new level. Situated in a 14th-century palazzo in Florence – where the company was founded in 1921 – the Gucci Garden opens to the public from January 10th. Next to the gallery, visitors find exhibition rooms, the Gucci Osteria as well as a bazaar-style store, offering one-of-a-kind items.

Gucci’s newest project features a multi-level gallery creating a classy brand experience – designed like a museum for its guests and potential customers. Many of the rooms are dedicated to Gucci’s history, celebrating the brand’s recurring motifs and penchant for the iconography of animals and gardens. Half of the entry costs are donated to support restoration projects in Florence. In doing so, Gucci places the brand through a cultural as well as social framework.

It’s a magic, almost mythical place, and it’s in Florence, which plays such a powerful role for this brand.

                  – Creative Director Gucci, Alessandro Michele

An overall extravagant Gucci-like experiential space

Interested parties that come to see art and fashion eventually end up experiencing a five course exclusive dinner. Guccis new experiential retail concept enhances a restaurant with its three-Michelin-star cook. On the ground floor of the historical building, the chef masterminds his green-tinged oasis. A retail space rounds off the extravagant Gucci-like experience: Its spread over two rooms and focuses on the sale of exclusive products, fitted with packaging you won’t find outside the Gucci Garden store.

Gucci proves its presence as one of the most valuable brands on the Forbes-list. The Gucci Garden Galleria looks brilliant and convinces through a sparkling taste: It serves as a powerful marketing tool and immerses shoppers and brand fans on the lore of Gucci. We are indulged and enthused with this appetising experience which reveals to us new ways and concepts in the retail and fashion industry.

Photo Credit: Gucci