GUCci DéCOR TEMPoRARY sTORe OPENeD IN MILaN

Text by: Annarosa Laureti

First of all, we have to make it clear: that of Gucci Décor is not a simple furnishing collection, it deals directly with the very concept of Decoration.

Going inside the new temporary store in Via Santo Spirito, you will surely get astonished: from every corner you can breathe Gucci spirit.

Halfway from a fairy villa and a truly fashion temple, the two-floored store is composed by different spaces: the entrance and a living area on the ground floor, the little chilling corner and the dining space with a marble fireplace and a sumptuous table set up upstairs.

Armchairs, chaise longues, animal-shaped pillows, blankets, mugs, candle holders, wallpapers… Gucci has thought about everything to make you easy to “guccify” also your house, in addition to your wardrobe.

Every piece of Gucci Décor collection tells the very brand’s story of the last few years, proposing again those iconic symbols and motifs dear to the Creative Director Alessandro Michele: with no rules the “GG” pattern is matched with floral motifs, images of roaring tigers, owls, butterflies, bees, snakes, eyes, and, eventually, the outcome is – as always – harmonious.

100% Made in Italy, Gucci Décor sees the collaboration with one of the Italian excellences, that of Richard Ginori, the famous Florentine company founded in 1735 that produces all the hand-painted porcelain creations.

Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
Gucci Décor Collection, Courtesy of Gucci
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Among the established items, at the store several new pieces are shown like as the shell-shaped armchair inspired by ‘50s Hollywood – an Era too close to Gucci Universe as we saw from the last Spring Summer 2019 Campaign – available in several colors and embroidered on the seat, and the new products’ category of the blankets, available in different sizes, decorated with fringe or satin borders and exhibited as truly precious tapestries.

Finally, if you want to see what pieces from the collection match with your own house, you can use Gucci App and, going at Gucci Décor section, directly “place” what you love most into your own spaces in real time, thanks to the augmented reality technology that will bring up the image on the screen of your personal device.

Gucci Décor Collection will be available in the namesake temporary store – opened until the end of June – in Gucci boutiques and at Gucci.