‘gucci visions’ maps out the maison’s 102 years of history in florence and in the metaverse

Gucci Visions in Florence and the Metaverse

In Gucci Visions, the Maison visually narrates its 102 years of vibrant and trailblazing fashion iconography through both metaverse exploration online and physical exhibition in Florence, Italy. The dual exhibition invites fans of Gucci to dive into the Maison’s century-spanning history on the web and usher them into an immersive journey in person, both detailing Gucci’s progressive spirit, from its historic luggage pieces to custom-made red-carpet gowns. Set within the House’s dedicated gallery space in the heart of Florence, Gucci Visions showcase its Metaverse projects brushing against Gucci’s iconic emblems and archival pieces.

Everything is assembled in eight rooms to echo how the 360° virtuosity of the House’s imagination rebounds across time, articulating an ever-evolving and enduring vision. Upon setting foot in the exhibition, the middle room, illuminated by pulsating neon tubes, welcomes visitors to Gucci’s Metaverse projects. They are invited to sit down in the gaming chair and witness Gucci’s experiential and experimental journey to the digital realm, from the Gucci Town on Roblox and Gucci Vault Land in 2022 to its most recent gamified metaverse project, Otherside Relics by Gucci.

images courtesy of Gucci

Exhibition spotlighting Gucci’s first objects after its founding

Out of the Metaverse room, which can also be viewed online, and following the path on the right, Gucci Visions leads visitors to the three-part galore of its iconic collections, starting with Stars. Within the reflective space amplified by the use of lifesize mirrors and projected animations, custom-made gowns from the past decades, worn by leading figures in the entertainment industry, coalesce with the detailed craftsmanship of the artisans. Layers of crystal fringes, voluminous silhouettes of the gowns, and cascades of silk tulle ruffles are all exhibited.

The room next to Stars takes the visitors to Gucci’s imagined cyberspace as Travel immerses them into a hallucinogenic atmosphere flashing neon lights and envisioning a synth city. The genesis of Gucci lies in this room as the exhibited items peer through the founding of Gucci’s first boutique on Via della Vigna Nuova in Florence. The backstory finds itself at home with Gucci’s emblematic namesakes such as its GG monogram and a 1950s canvas suitcase with the Rinascimento print, all for Gucci Visions exhibition.

Icons room

Gucci Visions visually narrates the Maison’s timeline

Onto the next room, Icons encases 400 bags of Gucci including the Bamboo 1947, Horsebit 1955, and Jacki 1961, viewed through the transparent glasses that seemingly transform the space into a reflective exhibition. Still on the first floor, the rooms Codes and Bamboo take the visitors into a kaleidoscopic and historical visual experience, both employing the use of digital tools to highlight the Maison’s historical objects.

The former displays Gucci’s GG monogram expressed in a play of chromatic animations on looming mini-screens forming a grid ensemble on the wall. The latter, Bamboo, underscores the selection of archival bags of Gucci, sitting across a digital landscape of Bamboo 1947 in an array of colors. Going up to the second floor, Fashion, the seventh space, showcases a curated selection of decade-defining looks from Gucci dating back to the late 1960s, handpicked from the Gucci Archive at Palazzo Settimanni.

A bed of surrealistic and technicolor flora emerges in the space next door as Flora invites the visitors into a series of delicately naturalistic patterns of flowers in 37 vivid colors. Various species of plants, insects, and flowers grace the quaint room, a design reinterpretation across Gucci’s ready-to-wear, handbags, accessories, and jewelry. All revealed in installments, Gucci Visions visually narrates the Maison’s timeline that underlines its inflection points in myriad iconic expressions.

Flora room