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Gucci’s Centennial Celebrations Take A Virtual Turn With Gucci Garden Archetypes

A mega, multi-sensory exhibit that's open to all

By Isha Mayer  July 2nd, 2021

Gucci Garden Archetypes, an immersive multimedia experience at the Gucci Garden in Florence, Italy, marks a century of the iconic label. The exhibit, which showcases the brand’s creative vision, is dedicated to the House’s ad campaigns from the last six years, with Creative Director Alessandro Michele at the helm as curator.

Featuring mythical ark-builders, intergalactic explorers, horses, dancers, angels and aliens, the expansive installation dives deep into music, art, travel and pop culture that resonate through Gucci’s campaigns. Design studio Archivio Personale has created a mesmerising world with state-of-the-art technology, elaborate hand-crafting and innovative interior design.

A network of themed spaces and corridors brings the intricate world-building of 15 Gucci campaigns to life. Watch out for graffitied stairways portraying Pre-Fall 2018’s homage to the Parisian youth of ‘May 68’ on the 50th anniversary and 1,50,000 sequins dazzling the walls reimagining the Fall/Winter 2016 collection. There are also towering display cases with thousands of cased butterflies, hundreds of cuckoo clocks, colourful wigs and sneakers from the Fall/ Winter 2018 campaign, a scented floral imaginary garden named Gucci Bloom, and much more. The best part? You don’t have to be there physically! A massive digital tour welcomes you.

The festivities continue with Gucci Garden eau de parfum, a new addition to The Alchemist’s Garden, Gucci’s collection of luxury fragrances. The first limited-edition scent, with only 1,000 individually numbered bottles, is created in the spirit of the place from which it takes its name. Broom flower being its key ingredient, the perfume has floral, sweet, honeylike and fruity notes and a hint of bitterness with warm tobacco-like nuances.

 

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Find ELLE’s June 2021 issue on stands or download your digital copy here.