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Take A Virtual Tour Inside Gucci Garden Museum

Enjoy unfettered access to explore the rooms, objects, atmosphere, and exhibitions housed in a space created by Alessandro Michele on Florence’s Piazza della Signoria.


Exactly a year ago during the Gucci Spring/Summer 2020 Fashion Show in Milan, I made a side trip to Florence to visit the Gucci Garden and to have lunch at the Gucci Osteria.  In 2011, the Gucci Museo opened in this historic Florentine palazzo, which dates back to 1337 and sits between the famous Piazza della Signoria, home of the Uffizi Gallery, and Piazza di San Firenze.

In January 2018, Gucci took the concept of the conventional museum and reimagined it as a living, collaborative and creative space in which to express the evolving aesthetic and philosophy of the House. Therefore, instead of simply displaying a permanent collection of historic pieces, curated by Alessandro Michele, the Gucci Garden tells the story of the House by colliding past with present. Clothing, accessories, video installations, artworks, documents and artefacts are displayed over the two floors of the Gucci Garden Galleria, organised by themes. In keeping with the spirit of creative collaboration that Gucci Garden embraces, chef Massimo Bottura oversees an intimate restaurant on the ground floor, the Gucci Osteria. Bottura is internationally famed for his three-Michelin-star Osteria Francescana. 

The ground floor of Gucci Garden is given over to the restaurant and a bazaar-like retail space organised across two large rooms. Here products exclusively designed for the Gucci Garden and not on sale in any other Gucci stores are available, products feature a distinctive Gucci Garden label and come in packaging exclusive to this store. As well as clothes and accessories that are only available here, pieces from the Gucci Décor collection are also for sale, as is a selection of innovative magazines and publications, and a collection of books – both current niche titles and antique tomes.

Now, Gucci introduces ‘The Gucci Garden Virtual Tour, a contemporary magical box. 

No need to rush, find no crowds to dodge as visitors explore rooms, staircases, and hallways. Footsteps are muffled on the ground floor, where the boutique and bookstore are located. Ascending to the second and third floors, home to the Galleria, visitors are accompanied by the sounds of branches rustling and birds chirping—as if fin-de-siècle mechanical birds crafted by dreaming clockmakers were tucked behind the passageway’s floral wallpaper.

There’s no preset path to follow. Visitors wander at their own pace from a couch or desk. Take a look here and there. Watch with amazement. Read the stories and the panel text. Go back and take another look. Let a never-before-seen piece spark the imagination. Dart back and forth between floors. Cyberflâneurs can poke around unveiling the story of Gucci, be charmed by its history, unveil the magic of fashion, marvel at anything that captures their imagination, delve into descriptions and detailed information about every item. 

Contemporary art lovers will find much that is new. Dedicated shoppers can collect souvenirs and postcards from this imaginary journey: exclusive Gucci Garden products that were previously available only on site now can be viewed and purchased by email or phone as part of the virtual tour. And, of course, visitors who find themselves wanting more of Gucci Garden can also get ready to visit next time in person. Gucci Garden Virtual Tour, click on the link below:

In the Philippines, Gucci is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4 and Shangri-La Plaza East Wing. Visit or follow @ssilifeph on Instagram for more information.