The Gucci Museum in Florence is a must-visit destination for anyone interested in fashion and design. Located in the heart of the city, the museum is housed in the historic Palazzo della Mercanzia, built in the 14th century.The museum was opened in 2011 to celebrate Gucci’s 90th anniversary and to showcase the brand’s rich heritage and evolution over the years. The museum spans three floors and contains a range of exhibits, including clothing, accessories, and other items that tell the story of the Gucci brand.Foxylab visited “Archetypes”, the iconic immersive exhibition which recreates the sets of 15 of the most conceptually impactful advertising campaigns, created by former Gucci designer Alessandro Michele during last years at the helm of the Italian label.
Each installation is a cocktail of contemporary art and fashion that plunges us into the designer’s vast imagination.The walls of the staircase between floors are wallpapered with hand-painted graffiti reminiscent of Michele’s “Gucci Dans Les Rues” collection before Fall 2018, which was conceived as an homage to the Paris riots of May 1968.
One of the most notable campaigns under creative director Alessandro Michele is the Gucci Beauty campaign with model and singer Dani Miller. On the installation screens, the most eye-catching shot is a close-up of model and singer Dani Miller’s teeth with large gaps, which she proudly displays in her smile
A mirrored labyrinth takes visitors into Cruise 2016 campaign, a replica of a Los Angeles subway car offers a ride into Michel’s first campaign Fall Winter 2015.
In a room with floor-to-ceiling glass shelves, visitors encounter Michele’s many cravings featured in the “Gucci Collectors” fall 2018 campaign. There are 1,400 butterflies in cases, 420 pairs of sneakers, 182 cuckoo clocks, 110 wigs and a huge number of soft toys.
Gucci fans will catch a nostalgic vibe when they see the brand’s ad campaigns come to life. For example, the Gucci Bloom ad with actress Dakota Johnson. The campaign was revived as an installation of a floral paradise with a sofa.
The last one, the installation with the red lacquered bathtub is exactly the same as the one in the Berlin nightclub where the spring 2016 campaign for the “Rebellious Romantics” collection was filmed.
For those who want to take a piece of Gucci House with them, the museum’s gift shop offers a range of exclusive Gucci merchandise, from clothing and accessories to home decor and stationery. The shop features unique items that can only be found at the museum, making it an interesting spot for fashion fans.
