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Take a stroll through Gucci’s Garden to celebrate 100 years of the fashion house

Gucci turns 100 this year, and as part of the brand’s bumper celebrations, guests can revisit 15 of creative director Alessandro Michele’s iconic campaigns at Gucci’s Garden space.

Gucci Garden Archetypes, created with design studio Archivio Personale, sees Gucci’s Florence museum bloom with 15 immersive rooms that replicate sets and spaces from Michele’s campaigns. These include the Cruise 2020 Gucci restroom, Pre-Fall 2017 Disco, 2016 Tokyo Lights and Gucci Dans Les Rues – a homage to the May 1968 riots.

Gucci turns 100 this year, and as part of the brand’s bumper celebrations, guests can revisit 15 of creative director Alessandro Michele’s iconic campaigns at Gucci’s Garden space.
(c) Courtesy of Gucci

Michele describes the exhibition as ‘a playground of emotions’, and its labyrinthine spaces conjure awe at every turn.

The Gucci Collector’s Room features a floor-spanning display of glass cabinets filled with 1,400 butterflies, 110 period wigs, 420 embellished sports shoes, hundreds of stuffed animals and 182 cuckoo clocks.

Visitors can book spots for the exhibition via email at guccigarden@gucci.com. Can’t visit Florence in person? Go digital. Gucci has teamed up with Roblox to launch a virtual Gucci Garden, launching from 17 May 2021 for two weeks. Similar to the physical space, visitors can wander in and out of Michele’s rooms as a genderless mannequin – symbolic as a blank canvas – absorbing elements of the exhibition as they go to create a unique skin.

Visit the virtual Gucci Garden Exhibition on Roblox.

The recreated Cruise 2020 restroom has a 1970s vibe
(c) Courtesy of Gucci
A view of the digital version of the exhibition sees the space recreated brick for brick
(c) Courtesy of Gucci / Roblox
Gucci Garden Archetypes, created with design studio Archivio Personale, sees Gucci's Florence museum bloom with 15 immersive rooms that replicate sets and spaces from Michele’s campaigns.
(c) Courtesy of Gucci
'THE DIONYSUS DANCE’ CRUISE 2016
(c) Courtesy of Gucci

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