Gucci, the prestigious luxury fashion brand, has recently reopened its flagship store in Milan after a year-long renovation. Situated on the renowned Via Montenapoleone, this boutique has been a prominent fixture since 1951. The store’s reopening signifies a significant shift in style from the extravagant vision of former creative director Alessandro Michele to a more refined and understated form of luxury.
Sabato De Sarno, the new creative director of Gucci, assumed his position in January and is yet to fully implement his aesthetic vision in the store’s design. His much-anticipated new boutique concept is scheduled to launch in 2025, with a particular focus on the Asian market. However, even at this early stage, subtle elements of De Sarno’s influence can be seen within the store, which embraces art and design in an elegantly minimalist setting.
The renovated store proudly displays a thoughtfully curated collection of contemporary artworks, handpicked by curator Truls Blaasmo. These pieces showcase the talents of Milanese artists such as Lucio Fontana and Franco Mazzucchelli, as well as internationally acclaimed figures like Nathlie Provosty, Jamie Poblete, Adji Dieye, and Augustas Serapinas. The artworks beautifully harmonize with designer furniture from renowned brands like Cassina, Minotti, and B&B Italia.
The overall ambiance of the store embodies a blend of classic modernity, featuring pristine white walls, sleek steel fixtures, and opulent materials such as marble flooring and Venetian glass shelves. Gucci CEO Jean-François Palus expressed his thoughts on the boutique, stating that it underscores the brand’s dedication to contemporary art and design. It captures the essence of Italian beauty and craftsmanship, providing customers with a truly unique experience.
The incorporation of contemporary art and design within luxury fashion stores is not a novel concept. Saint Laurent, a label under the Kering umbrella, recently demonstrated this approach with the opening of its flagship store on the Champs-Élysées. Gucci’s Milan store spans a vast area of 1,800 square meters across two levels, with the ground floor dedicated to showcasing leather goods, including iconic bags and accessories. The first collection by Sabato De Sarno is displayed in a longitudinal room, with 150 Jackie Notte bag models adorning the walls. Additionally, the store offers women’s and men’s ready-to-wear collections, an extensive range of accessories, and exclusive lounges for VIP clients.
Currently, Gucci operates 534 stores worldwide. However, the brand experienced a 14% decline in revenue during the third quarter of this year compared to the same period last year. Nonetheless, the newly renovated Milan store, with its emphasis on art, design, and elevated luxury, firmly positions Gucci within the high-end luxury segment of the industry. The brand aims to attract discerning customers who seek timeless fashion and impeccable craftsmanship.
Despite the lack of relevant links for this article, readers can explore Gucci’s official website (https://www.gucci.com) and Instagram page (https://www.instagram.com/gucci/) to gain visual insights and updates on the brand’s offerings and events.
