90TH ANNIVERSARY CELEBRATIONS CULMINATE WITH OPENING OF THE GUCCI MUSEO IN FLORENCE  

A year of events in celebration of Gucci’s 90th anniversary will culminate with the official public opening of the GUCCI MUSEO inside the historic Palazzo della Mercanzia located in Florence’s Piazza Signoria. 

A permanent exhibition from its rich and culturally significant archive, which has been preserved and amplified throughout the years, will be juxtaposed with contemporary art installations supported by the Pinault Foundation. An icon store, bookshop, caffè and gift shop complement the exhibition spaces to create a destination location for visitors.  

The GUCCI MUSEO is divided into different thematic rooms inspired by the House’s iconic motifs and symbols. 

The ground floor hosts the Gucci Caffè, a meeting space that not only welcomes visitors into the museum, but also provides a new and attractive gathering place for Florentines and visitors to the city alike.  

In the spirit of today’s connected age, visitors may take advantage of a social area for a coffee or to go online using the museum’s wireless network

In the adjacent space there is the bookstore, which will be managed in conjunction with Rizzoli, now coming to Florence adding to its other existing locations in New York, London and Milan. Thanks to this partnership, the GUCCI MUSEO will be offering publications for enthusiasts of art, fashion, photography and architecture, through a curated selection of contemporary and vintage works.  

In the same space, a gift shop will offer the chance to purchase exclusive collectible items including iPhone and iPad cases, scented candles, bookmarks, totes, postcards, luxury stationery and chocolates all with the GUCCI MUSEO trademark. 

Nearby, the icon store will offer the possibility to purchase from the exclusive Icon Collection of unique editions, including bags such as the New Jackie, the New Bamboo as well as the horsebit moccasin, the Flora scarf, all designed by Giannini with exclusive colors and detailing especially for the GUCCI MUSEO.

The permanent exhibition space begins on the ground floor, where the theme Travel fills a large room with an exhibit of trunks, suitcases, accessories and articles created for the international jet-set, whose custom helped to bring international acclaim to Gucci in the Fifties, Sixties and Seventies. 

It was in fact “Valigeria e Articoli da Viaggio” (suitcases and travel accessories) that defined Guccio Gucci’s first collections having himself been inspired by the luggage laden clientele arriving at London’s Savoy Hotel, where he found work as a porter in his earlier years.

The journey through the history of Gucci continues to the first floor, which is dedicated to the representation of other Gucci themes and icons.  
Enter into the Flora World, the eternal motif that over time has spurred multiple interpretations and stylizations on a range of items; then head over to Handbags, a thread of design and artisanal excellence that recollects historic handbag models, true cult objects sought after still today.
Next, Evening room unveils the dream of the evening gown and the magic of red carpet creations worn to prestigious events. Meanwhile the Precious room displays unique clutches and rare valuables. 
The Contemporary Art Space is where contemporary art works from selected artists will be exhibited in collaboration with the Pinault Foundation. The adjacent room will feature video and film installations from the most original productions of “movie art.”

It will also host screenings of landmark films that Gucci has helped to restore through its collaboration with Martin Scorsese’s The Film Foundation and documentaries for which Gucci has provided finishing funds through the Gucci Tribeca Documentary Fund.  
Rising up to the second floor is Logomania, a space chronicling the evolution of the double G monogram, the timeless graphic sign that has become an emblem of Made in Italy.   
The final themes of Lifestyle and Sport complete the museum journey with an ode to the House’s iconic symbols and products that have been inspired by the world of sport and leisure. 

The GUCCI MUSEO will open to the public and remain permanently open throughout the year from September 28, 2011.  
Admission is 6 Euros with 50% of each ticket sale benefitting a fund to help the City of Florence preserve and restore the city’s signature art treasures.

GUCCI MUSEO Opening Hours

Museum 10.00 -20.00

Icon Store 10.00 – 20.00

Bookstore & Caffè 10.00 – 23.00

Seven days a week, year-round with closures planned only for December 25th, January 1st and August 15th.
by Ilaria Rebecchi