Inside Gucci's incredible décor store
To coincide with Milan Design Week, the annual event that attracts tens of thousands of exhibitors and hundreds of thousands of visitors to the city, Gucci has opened its first store dedicated to Gucci Décor, its interiors line.
The temporary boutique, in the heart of Milan’s fashion quarter, was only recently vacated by a streetwear brand but has been fully ‘Gucci-fied’, with creative director Alessandro Michele’s maximalist aesthetic running wild. The brand’s signature patterns and prints have been applied to wallpaper, chairs, cushions, candles, vases, tray tables, ashtrays, dinner sets and umbrella stands. Almost everything is for sale, with prices ranging from €60 (incense sticks) to €32,000 (a plush red sofa). It’s already proved a hit.
On Saturday it had to temporarily shut down, then operate a one-in, one-out policy, as people banged on the windows. Instragrammers resorted to Instagramming the Instagrammers inside. Gucci introduced its Décor collection 18 months ago, and while other fashion houses have their home lines, under Michele it has really gone for it. It’s no dalliance, either: it acquired Richard Ginori, the 18th Century porcelain company once under the artistic direction of the great Italian designer and architect Gio Ponti, that now makes all the porcelain in its collection.
Organised into living and dining areas, the store is quite the experience: from the floral upholstery to the layered carpets to the heaving dinner tables, more is more. Current bestsellers are the wallpapers (€130) and the wool/velvet throw blankets (various prices). Officially open until June, don’t be surprised if it becomes a more permanent fixture, and the first of many.
Gucci Décor is at Via Santo Spirito 19, Milan; gucci.com