BrandArena: Gucci Opens Museo in Florence

Thursday 29 September 2011

Gucci Opens Museo in Florence

As part of marking its 90th anniversary, Gucci has opened the Gucci Museo in the heart of Florence, Piazza della Signoria.

Located in the ancient building of Palazzo della Mercanzia, which dates back to 1337, the museum offers 18,460 square feet over three floors of Gucci’s history. The Gucci Museo is arranged by theme, not in chronological order. There is also a private basement with the Gucci archives.

According to reports, the first floor is dedicated to the representation of different Gucci themes, e.g. the Flora World, the iconic motif that has been interpreted many times on a range of items. The handbags exhibit recollects historic handbag models and cult objects. Travel items are another, central theme for the house, which was founded by Guccio Gucci in 1921.
The Evening room is dedicated to the evening gown and the special red carpet creations worn to prestigious events. The Precious room displays unique clutches and rare valuables whilke the second floor is called Logomania and displays a variation of the double G monogram. The Lifestyle and Sport items—accessories for tennis, golf and horse riding, picnic baskets from the Fifties, chess and card sets and armchairs—are showcased in the final section of the museum.

Pinault family’s French group PPR, which controls Gucci, also plans to exhibit a series of contemporary art installations. The first one is by video artist Bill Viola. “It’s important to have a window on contemporary art in a city as rich in art as Florence,” di Marco said. Tickets cost 6 euro and fifty percent will go to support the restoration of artistic monuments in Florence.

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