CENTURY GRAPHIC

GUCCI turns 100, and celebrates with an immersive multimedia show in its Florence garden—and on Roblox

Guccio Gucci founded his eponymous fashion house in Florence a century ago, and this is where the brand is mounting a multimedia celebration this year. Called Gucci Garden Archetypes, the exhibit delves into multifarious inspirations of music, art, travel and pop culture that have resonated through the label’s campaigns through the years.

“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,” says Alessandro Michele, Gucci creative director and the curator of the exhibition. “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.”

MYTH AND MAGIC

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 Michele's kaleidoscopic vision.

Cutting-edge technology, elaborate hand-crafting and innovative interior design create a sequence of distinct, immersive worlds, designed by ArchivioPersonale, 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.

BEAUTIFUL CREATURES