On the occasion of its first 100 years, Gucci gives a show in Florence. It is a unique opportunity to tell the public and fans the inspirations and creative processes behind its latest advertising campaigns. The show Gucci Garden Archetypes is a journey into the magical universe of the brand and its designer, Alessandro Michele.
In his first six years as creative director, Alessandro Michele has led to the inside of the Gucci narrative kaleidoscopic based on a dream vision, free and bold. The philosophical traits are told through the charm of a storyteller of other times capable of ranging from the most varied themes, such as music, art, travel, and pop culture. The result is an inclusive spirit that defines a new model of fashion.
“I thought it was interesting to see people in these first six years of travel by inviting them to travel in their imagination, in the narrative, in the unexpected, in the shot of the scene, in the shimmer. I have created a theme park of emotions, which are the same as for advertising campaigns because these are the story’s most explicit of my vision.” So said Alessandro Michele, the curator of the exhibition.
The exhibition ranges from the countryside to the bright and bold lipsticks, Gucci Beauty, until fragrant paradise floral Gucci Bloom. From the dancing Northern Soul for the Pre-Fall 2017 to nightclubs in berlin in the ’80s for the Spring and Summer of 2016. And yet, by the mazes of mirrors, graffiti and murals, aliens, and sequins, thousands of butterflies, metro Los Angeles. Narrative spaces colorful that intertwine to give life to a single thread, which traces the last 15 campaigns by Gucci. The exhibition inside the Gucci Garden in Florence, Italy, was carried out with the help of design firm the Personal Archive.
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Accompanying the exhibition is a catalog of Gucci Garden Archetypes. This is an exciting volume to collect, with images, surprises, and the original texts of well-known personalities. We find the critic Achille Bonito Oliva, the philosopher Emanuele Coccia, artist and researcher Anna Franceschini, the curator Antwaun Sargent, and the advisor for the sustainability and culture Shaway Yeh.
And if you are not around, you can visit the exhibition with a virtual tour online or on the platform Roblox from today, May 17
