Gucci's Pop-Up Museum: Gucci Museo
18 October 2011

Gucci’s Pop-Up Museum: Gucci Museo

Well, well, well. Gucci’s unveiling of something spectacular at the end of every season during Milan Fashion Week has become tradition. If you remember, there was the speed boat Acquariva, then last season at MFW Fall/Winter 2011-12, Gucci announced its collaboration with Fiat, “500 by Gucci”. This time around, it’s the most grandiose one yet: Gucci opened the Gucci Museo (that’s “museum” in Italian) on the last day of Milan Fashion Week on the 26th of September to commemorate its 90th Anniversary this year.


The Gucci Museo Entrance

Officially opened to the public on 28th September 2011, the Gucci Museo is still, after all, a pop-up and will therefore only be there for ONE YEAR.  Admission fee is 6 Euros, with 50% proceeds of the sale of each ticket to the City of Florence fund in aid of the preservation and restoration of the city’s signature art treasures.  Located inside the historic Palazzo della Mercanzia in Florence’s Piazza Signora, the Gucci Museo spans across 3 floors, and is divided into various rooms organised according to themes that are inspired by the House’s iconic motifs and symbols. As a tribute to the brand’s 90th Anniversary, there is also a private basement in which rests the vault of the Gucci Archive made up of vast collections of ready-to-wear, accessories, documents, and photos.

On the ground level, there’s the Gucci Caffè (no I haven’t misspelt it, that’s how it is in Italian) that offers a selection of entirely organic dishes made from local ingredients.

The bookstore, located next to the Gucci Caffè


The “Social Space”

And situated nearby,  the Icon Store.  Yes, it is a real store from which you can purchase from the Icon Collection of unique editions of the New Jackie, New Bamboo, Stirrup, Horsbit Chain, Horsebit moccasin, as well as the Flora scarf which are all designed by Giannini, especially for the Gucci Museo. All items are exclusive to the Museo store, and aren’t sold anywhere else.

Icon Store

The exhibition space then begins on the ground floor, which houses the “Travel room”, and of course, all items to do with travel: suitcases, trunks, and accessories, for the jet-setter. Interestingly, like Vuitton and Goyard, luggage was Gucci’s first ever collections, which isn’t at all surprising because it was where the founder himself had worked as a porter in London’s Savoy Hotel in his early years. In fact,  it was Gucci’s travel line in the 50s, 60s and 70s that brought Gucci global recognition and built it into a House of such calibre today.

The “Travel” Room

Up to the first floor we go,  which is dedicated to Gucci’s themes and icons.

First up, the “Flora World”, one of Gucci’s iconic prints and motifs that spans across RTW, accessories, “Precious” and “Evening”as well as a Contemporary Art Space

Flora World


“Precious”: a room containing Gucci collectibles and one-of-a-kind clutches

The second floor houses the “Logomania” room, which chronicles the evolution of the GG monogram. Other rooms on this floor include “Lifestyle” and “Sport”

And that brings us to the end of the Museo tour. The Museo will be open 7 days a week, except on Christmas Day, New Year’s Day and August 15th. For more info, head on over to Gucci Museo

Finally, here’s a video of what went into the construction of the Gucci Museo. Happy Watching!

Images and video courtesy of Gucci