Gucci’s imagination ready for spring
Text by: Sandra Bardin
The time has finally come for museums to realise that a proper restaurant is way more inviting than an office dinette, which until yesterday used to be the only chance for museum visitors to satisfy both their appetites for culture and food. Neither has anyone thought of entrusting this serious task to a famous chef, thus bringing not only food, but also the space and its decoration at the same cultural level as the masterpieces being exhibited in the adjacent rooms.
Gucci has filled this significant gap by inviting Massimo Bottura, the superstar of chefs, to open a restaurant in their museum, located in the beautiful Fourteenth century Palazzo della Mercanzia in Florence, a few steps away from the Uffizi Gallery.
Before we step into the restaurant, let’s take a look at the museum in its whole. It opened in 2011, but has totally changed its aesthetic and conceptual features, starting from its name: Gucci Garden recalls the brand’s passion for the fairytale natural world of plants, flowers and animals. It takes up the concept of a traditional museum as a celebration of a precious archive and reinvents it as a living and creative space, where the brand’s dynamic aesthetic and philosophy is expressed. Instead of working on a permanent exhibition arranged in chronological order, the Gucci Garden tells the story of the fashion house, by juxtaposing iconic contemporary and vintage pieces: garments, accessories, memorabilia, video installations, graphic illustrations and handmade items were organised according to thematic areas. The result is a dynamic narration that allows the visitors to “enter” a flow of ideas, grasping a hidden layer of inspiration and references to the creative process.
Gucci Garden is a project by Gucci’s creative director Alessandro Michele, made in collaboration with Maria Luisa Frisa, head of the degree course in Fashion Design and Multimedia Arts at Iuav University of Venice. The Garden was furnished and adorned in an eclectic style, which blends references to the early Twentieth century, Renaissance decorations and antique furniture. All enriched with the contemporary touch of some artists, such as Jayde Fish, Trevor Andrew (aka GucciGhost) and Coco Capitàn, who were invited to decorate the Gallery’s walls.