Gucci Garden Archetype Opens In Florence; Celebrates Its 100th Brand Anniversary

The Gucci creative director operates on obsessions and unconventionally. Michele released his Aria collection last month thus kicking off the company’s centennial festivities. It was a adroit display, merging updates of Tom Ford-era hits and reinterpretations of Balenciaga by Demna Gvasalia looks via a new hacking lab and tapping into both Gucci’s history and its knack for phoenix-like reinvention.

What is an Archetype?

Archetypes, an immersive, rather wondrous multimedia experience opens couple of days prior at Gucci Garden in Florence, which recreates the sets of 15 of the most conceptually adventurous and visually impactful advertising campaigns envisioned by Michele in his six and a half years at the helm of the Italian label.

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“We’ve brought Gucci on a crazy tour into uncharted territories of dream and poetry,” Michele said, crediting CEO Marco Bizzarri, who made an impromptu appearance at the press conference, for all his support. The executive had his own words of praise for Michele: “I’m in love with what Alessandro does, as he keeps surprising me.”

Gucci unveils its exhibition in Florence

Gucci has made it know that 2021 is to be a celebratory year. After the explosive unveiling of its Balenciaga-hacked Aria collection last month, the fashion house established that the year of its 100th anniversary would be one to remember. And, in a bid to continue with the celebrations, Gucci has unveiled its Florence-based Gucci Garden Archetypes multi-media exhibition.

Gucci, the immersive sensory experience is to treasure, serving as an ode to all things. Drawing on the archetypal aesthetics that lay at the heart of 15 of the brand’s most infamous collections in a display of artistic mastery. The scents of Gucci Bloom interweaving a flower-filled pastel haven and the display of the electrifying neon lights of Tokyo associated with the brand’s Fall-Winter 2016 collection, cruise collections and beauty campaigns are verily spotlighted as the brand that ensures that we are taken on an inclusive ride through its glamorous past.

Playground of Emotions

Alessandro Michele, the creative director of Gucci, explains his intentions behind this idea of creating archetypes.

“I thought it was interesting to accompany people in these first six years of adventure, inviting them to cross the imaginary, the narrative, the unexpected, the glitter. So, I created a playground of emotions that are the same as in the campaigns, because they are the most explicit journey into my imagery, ”says Gucci’s creative director and curator of the exhibition Alessandro Michele.