The Gucci Museum in Florence
is reopening with a new look, under the guidance of Gucci
Creative Director Alessandro Michele, who has transformed the
museum's location in the historic Palazzo della Mercanzia into a
delight for the senses called the Gucci Garden.
The museum is divided into three sections: a gallery, a
boutique, and a restaurant.
The ground floor hosts the boutique, selling limited edition
or one-of-a-kind Gucci items created specifically for the Gucci
Garden and inspired by the label's collections.
Turning left at the entrance leads to the Gucci Osteria, a
restaurant by three-Michelin-starred Chef Massimo Bottura,
famous for his Osteria Francescana in the centre of Modena and
for his soup kitchens.
Bottura said he believes he and Gucci "have a lot in common"
and said he decided to collaborate with the brand "also thanks
to my friendship with CEO Marco Bizzarri, who was a high school
friend of mine".
"If the Gucci Osteria works, it could become a format,"
Bottura said.
Alessandro Michele said he is "very satisfied with this
transformation".
Michele appeared at the presentation for just a few moments,
with a new look of shorter black hair, wearing a black hat and
dark glasses.
"The boutique seems like a bazaar and the museum has been
transformed into something living, into a gallery that tells
about Gucci thanks to Maria Luisa Frisa, a woman with great
talent who understood what I wanted after 15 years of working in
this company," he said.
Gallery curator Frisa said the gallery is organised in
theme-based areas that "are living and transform themselves".
"It's no longer a museum but rather a place that changes,
divided into six rooms, three on the first floor and three on
the second," she said.
The rooms are dedicated to various aspects of the brand, from
its double-G logo and icons such as its mocassins, horsebit
loafers, and the green-and-red striped ribbon, to historical
documents, examples of nature and animal-inspired designs, and
even a short film on the myth of Hercules.
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