Gucci has thrown open the doors to its new London store, and it’s filled with art – a nod to the building’s former life as a gallery.
The Italian fashion giant swapped its Mayfair store on Old Bond Street for fresh digs on New Bond Street, a Grade II-listed building that was formerly an art gallery dating back to 1913 when it was home to art dealer Colnaghi. Its grand bones are celebrated, including mouldings, restored classical columns, marble fireplaces and understated parquet flooring.
Artworks are hung throughout the store, curated by Truls Blaasmo and focusing on Italian creatives, particularly those who work in abstract motifs, primary colours and geometric elements such as Liliana Moro, Franco Mazzucchelli, Alighiero Boetti and Matilde Cassani. The curation will evolve through the seasons, just like the clothing, with some pieces slated to appear at Frieze next month.
Garments and accessories are presented with restraint: a line of mannequins is dressed in the archive-inspired wares of Gucci’s A/W23 collection, while accessories are in glass display cases.
On the mezzanine level, wooden shelving, reminiscent of the golden age of the railway, is installed to display suitcases and travel bags – a nod to the house’s origins producing leather luggage. The ‘Tudor Room’ is an archival space presenting pieces from the 1930s to 1980s within wood-panelled confines, expertly restored by the house.
It’s a very classic look for Gucci, who will present its first collection under new creative director Sabato De Sarno later this month in Milan, and a deliberate shift from the glitzy maximalism of former creative director Alessandro Michele.
Gucci, 144-146 New Bond Street, London