On the 100th anniversary of the founding of Gucci, comes to Florence Gucci Garden Archetypes, an immersive multimedia experience that explores and celebrates the House’s creative vision.
An archetype is the original form from which all copies are made, never able to be recreated in itself, and every Gucci campaign speaks of a unique and unrepeatable moment – expressing the spirit of each collection, while reflecting the inclusive philosophy, liberated and audacious of Creative Director Alessandro Michele.
From Tokyo to Los Angeles, and from Northern Soul to May 68, the exhibition features mythical ark- builders, intergalactic explorers, horses, dancers, angels, and aliens all making appearances in this expansive exploration of Alessandro Michele's kaleidoscopic vision. Gucci Garden Archetypes delves into the multifarious inspirations from the music, art, travel and pop culture spheres that resonate through Gucci’s campaigns.
"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 Alessandro Michele, curator of the exhibition.
Cutting-edge technology, elaborate hand-crafting and innovative interior design create a sequence of distinct, immersive worlds, designed by Archivio Personale, the design studio that has transformed Alessandro Michele's vision into narrative spaces reflecting and enhancing the uniqueness of his aesthetics. Accessed via what appears to be a behind-the-scenes operations center, visitors first get a split-screen live view of the exhibition they are about to enter. Inside, a network of themed spaces and corridors bring the intricate world-building of 15 Gucci campaigns to life.
Gucci Beauty’s lipstick campaign for the ‘bold, bright and beautiful’ is transformed into a multi- screen extravaganza, in which we are dazzled from multiple angles by the now-famous smile belonging to punk singer Dani Miller that has overthrown beauty conventions in the cosmetic industry.
Viewers also enter the scented floral paradise of Gucci Bloom, a hidden imaginary garden becomes a place of freedom for the three stars of the campaign – actress Dakota Johnson, feminist artist and photographer Petra Collins, and actress, model and trans woman Hari Nef. Charismatic and unconventional, this trio collectively ushered in Alessandro Michele's new, inclusive vision of modern femininity.
