Gucci unveils The Exhibition Archetypes

These days, the Italian luxury house is inaugurating a new multi-sensory installation dedicated to the house's advertising campaigns.

Gucci Garden Archetypes.
It's a micro-retrospective event, mixed with fashion statement. As Gucci celebrates its 100th anniversary this year and recently unveiled a noted anniversary show, the label is taking over its Gucci Garden in Florence for an immersive exhibition dedicated to six years of advertising promotion under the aegis of artistic director Alessandro Michele.

"An archetype corresponds to the original model of an element, at its source. As such, it is impossible to recreate it as a copy of itself; rather, it is a source of information and inspiration for the future. Similarly, Gucci's advertising campaigns over the past six years, which complement Alessandro Michele's creative vision, represent an absolutely unique moment, a source of infinite reflection on universal themes and the very concept of creativity. »

GUCCI GARDEN ARCHETYPES NOTE OF INTENT

Between screens, displays and sound installations, from the "Urban Romanticism" of 2015 to the GucciGothic Cruise of 2019 to a room dedicated to the launch of the Gucci make-up offer: "It seemed interesting to me to accompany the public in these first six years of adventure, inviting visitors to cross the imagination, the stories, the unexpected and the glitter. So I created a playground dedicated to emotions; these are the same emotions as those presented in my campaigns, because they are the ones that make it possible to understand my imagination best," says Alessandro Michele, who also presents here his manifesto in favour of a fashion free from the rhythm imposed by the collection calendar.

And you don't have to go to Florence to discover this contemporary vision of Gucci's heritage: the Archetypes exhibition is accessible remotely, via a virtual tour with an audio guide and explanatory sheets.

As part of the event, the company also announced the release of a new experience in the online game Roblox where a virtual Gucci Garden space is available for two weeks.