As Gucci is shifting gear under the tenure of newly appointed creative director Demna Gvasalia, the first of many retail spaces to come has been given a striking makeover, which is likely to be a global footprint. And it’s not on home turf where the iconic Florentine fashion house has implemented its new retail design codes, but in Paris. On avenue Montaigne, to be precise, the achingly chic shopping artery where Gucci has had a prominent presence since 2002. Mind you, the new aesthetic was first revealed during last month’s Milan Fashion Week, an event we’ve covered in a previous post. The spatial design, created in-house under the supervision Gvasalia and Gucci‘s CEO Francesca Bellettini, takes ample cues from Italian Renaissance palazzos, but also draws inspiration from Milan, a city which beside its Tuscan home base, also is significant to the brand, its 1930s architectural landscape, while details inspired by Milanese interiors from the 1950s to the 1970s flaunt craftsmanship and a modern sense of individuality. The Gucci flagship store measures an impressive 1,486 sqm. (16,000 sq.ft.) spread across four floors of an ornate building erected in 1910. In terms of configuration, the premises largely consist of a series of intimate, interconnected spaces.
Although each room is designed to ooze an atmosphere of its own, they collectively contribute to a lavish narrative that aims to elevate the shopping experience. The culmination is a private space dubbed Gucci Appartamento that’s situated on the second floor. The Italian homeland boasts a rich cultural legacy, and obviously, the material palette of the revamped Gucci flagship store obviously reflects that, featuring Ceppo di Gré stone from Lombardy to travertine in various shades, Emperador and Breccia marble, Victoria Regia greenstone, and bronzite. Additionally, various precious woods are included, such as walnut, zebrawood, and teak, along with lacquered surfaces, while terrazzo and pigmented concrete bring a modern touch. Combined with the coveted collections on display, the retail space offers the Gucci fanbase a delicate balance between revealing and concealing, and consequently, the collections are revealed through an enticing gradual encounter. Furnishings, objects, artwork, and merchandise coexist within a single vision, while from a shopper’s point of view, discovery becomes an integral part of the retail experience. The renewed Gucci flagship store carries the full range of women’s and men’s collections, in addition to the Gucci Pet Collection and the decor & lifestyle collection. © superfuture
Gucci
56 avenue Montaigne (Champs-Élysées)
75006 Paris
Telephone +33 1 56698080
Mon-Sat 10am-7pm
Sun 11am-7pm
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