Although the Italian House of Gucci had recently announced its retreat from official fashion week calendars, the luxury label still chose Milan this weekend to spotlight its latest concept-creation and visual experience: Gucci Vault.
Curated by creative director Alessandro Michele, the digital store offers a wide range of products from archives, to new collections, and even a tailored selection of other brands. Making the past and present meet through the world wide web, Gucci digs all the way deep into its roots whilst also showcasing collections from up-and-coming designers including 13 distinctive labels such as the London-based Jordanluca or also the LVMH prize finalist Rui Zhou in one of the world’s first for a brand of this allure.
With great fanfare, the marketplace was launched through a unique installation in the centre of Milan not too far from Napoleon’s eye-catching Arco Della Pace. And the location wasn’t the only striking feature as Gucci saw things in big, as per usual.
Having specifically refurbished and decorated the Dazio del Ponente building in maximalist designs and colourful tones for the occasion, the inside of the secretive vault appeared as an intergenerational museum connecting the dots between the old and the new, the vintage and the modern as well as the Gucci world and the rest.
Celebrating 100 years of existence like no other, the century-old logo seems to understand how easy it is to fall back into your usual habits by reaching out of its comfort zone. Inviting the new generation to get inspired by the older one, the idea of collection and collecting in order to reinvent now seems to be at the forefront of the label’s creed—a drive to create and recreate that we are excited to see more of in LA this November for the brand’s next much expected runway show.