Gucci, the renowned Italian luxury brand under the Kering group, has recently opened its first-ever Gucci Salon in the world. Located on Melrose Avenue in Los Angeles, the salon stands out with its unique plant-covered facade that catches the attention of passersby. This exciting launch comes after Gucci’s successful collaboration with Adidas last June.
Each Gucci Salon destination around the world is designed to be a transformative and creative space that reflects the atmosphere and essence of its specific location. Gucci breaks away from the traditional boutique experience by offering a personal universe within the salon. It can only be accessed by appointment, providing an intimate and discreet space for creativity, exploration, and indulgence.
The design of the Gucci Salon draws inspiration from Hollywood heritage and pays homage to the first Gucci boutique in Los Angeles, which opened on Rodeo Drive in 1968. In collaboration with award-winning set and production designer Gideon Ponte, the salon has been meticulously crafted to create an intimate environment.
The Gucci Salon at Melrose Place combines the language of a private home with the grandeur of a movie set. Luxurious fabrics in refined ivory tones and luminous finishes serve as a backdrop for showcasing Gucci’s exceptional pieces. From precious leathers and high-end jewelry to accessories and custom collections like eveningwear and tailoring, the salon offers an array of luxurious offerings.
The salon incorporates theatrical elements that highlight the unique history of its location, referencing different eras and faces of Hollywood. Crystal chandeliers, mirrored columns, window niches, and drapery reminiscent of proscenium curtains, along with jewel-colored detailing, create an ambiance that echoes the precious objects within. Each fitting room pays tribute to movie set scenography and the private realms of iconic stars.
To cater to Gucci’s clientele, the space is designed to offer endless possibilities for personalization. Free-standing cabinetry and specially curated furniture allow the space to be redefined to suit each individual’s personality. It serves as a gateway to the creative exchange that defines every Gucci Salon, where ideas are explored and dreams become reality.
In addition to customization options, the Gucci Salon at Melrose Place will also introduce ever-transforming selections of specially-designed items unique to each locale. These exclusive collections will be presented to clients through special events, with limited availability and one-of-a-kind designs. This ensures that the client experience at the Gucci Salon is truly exceptional, from the unique space to the personalized attention from Gucci staff.
Gucci’s relationship with Los Angeles dates back to 1977 when Aldo Gucci, son of founder Guccio Gucci, opened the ‘Gucci Galleria’ above the Gucci store in Beverly Hills. It was envisioned as the epitome of luxury shopping, featuring unique pieces in an unparalleled environment. Similar concepts were introduced in Gucci’s boutique on Fifth Avenue in New York City in 1980, where a select clientele had discreet access through a crystal and bronze elevator operated only by a leather-wrapped brass key. These spaces focused on providing an intimate and exceptional shopping experience.
In the coming months of 2023, signature Gucci Salons will be featured in major fashion destinations worldwide, including New York, Paris, London, Milan, Dubai, Hong Kong, Shanghai, Taipei, and Tokyo. Each of these Gucci Salon destinations will offer a unique experience tailored to the city’s aesthetic and cultural background.
The opening of the Gucci Salon on Melrose Place comes at a crucial time for the brand, as it faced a decline in sales throughout 2022. In the fourth quarter, Gucci’s revenue saw a 14% decline, which coincided with the departure of Alessandro Michele, the brand’s creative director since 2015. However, Gucci has recently appointed Sabato de Sarno as its new creative director, and the unveiling of this remarkable Gucci Salon showcases the brand’s commitment to continuous innovation and providing luxury experiences for its discerning clientele.
Useful Links:
1. Gucci Official Website
2. Kering Group Official Website
