Last year, the Italian fashion house Gucci opened a concept store in Florece, where, in addition to luxury handbags and clothing, they also serve premium Italian pasta. Now, in line with the Salone del Mobile exhibition in Milan, the Gucci brand presented a temporary Décor store, which will be open for less than three months.
The boutique houses new and classic styles from brand collections, including porcelain, pillows, blankets, fabrics, wallpapers, furniture and restored antiques. The space spreads over two levels and is richly adorned with Gucci patterns. The interior is decorated with a marble fireplace and a cassette ceiling. The pop-up store, which looks like a luxury apartment, will stay in Milan until June.
For even smoother coordination with Salone del Mobile 2019, the brand created a new app, which enables users to explore sixteen historic sites in the city while enjoying the sculptures in the app, clad in Gucci décor. Customers can also use the app to virtually place all the items in the store in their own apartment.
The Gucci décor collection was presented in 2017 as a commitment to craft skills associated with Italian manufacturers. It reflects Gucci’s determination to help companies that are facing economic difficulties. Take the famous 1735 porcelain maker Richard Ginori as an example - Gucci gave the brand a fresh breath of life when it was hovering on the verge of bankruptcy in 2013. Today, all Gucci porcelain bears its name.