Gucci unveils new store concept in Milan
October 5, 2015: Gucci recently unveiled its new store design concept by creative director Alessandro Michele that will showcase his first collections for fall/winter 2015-16. Gucci’s flagship store in Via Montenapoleone, Milan, is the first boutique to be redesigned.
The architecture and interior design is discreet. Soft elements like velvet armchairs offset harder surfaces and industrial elements, such as rivets. Contemporary luxury is suggested not only by the employment of beautiful and idiosyncratic materials, but also through a determinedly spare use of space. In keeping with the elegant and contemporary eclecticism that characterises Gucci’s new collections, the store sees the combination of traditional and modern, industrial and romantic.
Travel is a central theme of the new store design, referencing the history of the house, specifically through the use of the aesthetic codes of luggage, and the trunk in particular, to create decorative elements.
Marco Bizzarri, Gucci President & CEO said, “The new contemporary vision for the brand is now clearly beginning to come to life across multiple touch-points: Alessandro’s new collections, new advertising campaigns, new store windows, new packaging and now a brand new store concept. We could not be more proud of what we have been able to accomplish so far, as we move to implement our new business strategy.”
Understated drama is created by surprising and unexpected combination of materials. Marble polychrome inlays produce decorative three-dimensional effects on the floors, while being harmoniously integrated with functional cement. Mechanical display units contrast with the softness of the rich fabrics that adorn the rooms; metal plates with a burnished geometric pattern sit alongside carpets in cherry red and peacock blue; round tables offset rectangular ones; varnished iron wall finishes complement marble staircases and dark grey matelassé or pale pink velvets, used for upholstery and fitting rooms. Throughout the store one finds sumptuous chairs, while vintage oriental rugs are layered over each other for a textured effect.
The result is a space that entices, surprises and feels personal to Gucci. Moreover, as the look is translated to other stores, each new iteration will be unique and specially suited to its respective locations.
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