Gucci, the renowned luxury fashion brand, has recently opened its new flagship store in London, marking a significant relocation from its previous location on Old Bond Street to the prestigious New Bond Street. This move reflects the growing trend of luxury fashion brands focusing on Bond Street and showcases the immense effort involved in creating modern flagship stores. The development of Gucci’s new location spanned two years and followed Burberry’s recent reopening plans, which also entailed a multi-year upgrade project.
Interestingly, this opening comes at a time when Gucci’s owner, Kering, faces challenges regarding the brand’s growth. The departure of former creative director Alessandro Michele, along with the anticipation surrounding Sabato De Sarno’s first Milan Fashion Week show, has raised questions about Gucci’s future growth strategy. However, the unveiling of the new flagship store implies that the brand intends to target the ultra-luxury consumer market. Notably, the top floor of the store features the first Gucci Salon in Europe. Initially introduced earlier this year in Los Angeles, this exclusive space caters to VIP customers and offers personalized made-to-measure and made-to-order items by appointment only. Moreover, the salon showcases artworks available for purchase, highlighting Gucci’s dedication to art throughout the store.
The ground floor of the flagship store exhibits an extensive collection of products, including bags, shoes, fine jewelry, silks, and women’s ready-to-wear. The lower ground floor houses men’s ready-to-wear, watches, and small leather goods, while fragrances, timepieces, and the brand’s Valigeria travel collection are located on the upper levels. Additionally, visitors can explore a section dedicated to archive pieces from Gucci dating back to the 1930s. Notably, the overall interior design of the flagship store diverges from the maximalist approach often associated with Gucci under Alessandro Michele’s creative direction, opting instead for a more understated and discreet aesthetic. However, certain collections may still embrace Gucci’s signature extravagant style.
Gucci’s new London flagship store serves as a strategic move for the brand as it endeavors to reinvigorate growth and attract the ultra-luxury consumer market. The inclusion of the first Gucci Salon in Europe, along with the emphasis on art throughout the store, exemplifies the brand’s commitment to providing a unique and immersive shopping experience for its most discerning customers. Positioned on New Bond Street, one of the world’s top luxury shopping destinations, Gucci’s prime location alongside other global luxury brands solidifies its presence in this coveted space.
For more information on Gucci’s new London flagship store, visit their official website here. To explore the rich history of the brand and its iconic archive pieces, you can also visit the Gucci Museo website here.
