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Gucci Garden Archetypes Opens in Florence

On the 100th anniversary of Gucci, Gucci Garden Archetypes opens in Florence, an immersive multimedia experience that explores and celebrates the House’s creative vision. To further celebrate the occasion, we are pleased to launch Gucci Garden Eau de Parfum, our newest fragrance from the Alchemist’s Garden Fragrance Collection.

An archetype is the original form from which all copies are made, never able to be recreated in itself, and every Gucci campaign speaks of a unique and unrepeatable moment – expressing the spirit of each collection, while reflecting the inclusive philosophy, liberated and audacious of Creative Director Alessandro Michele.

From Tokyo to Los Angeles, and from Northern Soul to May 68, the exhibition features mythical ark-builders, intergalactic explorers, horses, dancers, angels, and aliens all making appearances in this expansive exploration of Alessandro Michele's kaleidoscopic vision. Gucci Garden Archetypes delves into the multifarious inspirations from the music, art, travel and pop culture spheres that resonate through Gucci’s campaigns.

"I thought it was interesting to accompany people in these first six years of adventure, inviting them to cross the imaginary, the narrative, the unexpected, the glitter. So, I created a playground of emotions that are the same as in the campaigns, because they are the most explicit journey into my imagery, " says Alessandro Michele, curator of the exhibition.

Cutting-edge technology, elaborate hand-crafting and innovative interior design create a sequence of distinct, immersive worlds, designed by Archivio Personale, the design studio that has transformed Alessandro Michele's vision into narrative spaces reflecting and enhancing the uniqueness of his aesthetics. Accessed via what appears to be a behind-the-scenes operations center, visitors first get a split-screen live view of the exhibition they are about to enter. Inside, a network of themed spaces and corridors bring the intricate world-building of 15 Gucci campaigns to life, including Gucci Beauty’s lipstick and Bloom campaigns, Gucci’s Pre-Fall 2017, Fall-Winter 2018, and Cruise 2016 Campaigns, and more.

The Gucci Garden Archetypes catalog will be the continuation of this journey into the imagination of Alessandro Michele – a true inventory of the creativity on display and a collection of images and surprises, complemented by original texts by personalities of the cultural scene including art critic Achille Bonito Oliva, philosopher Emanuele Coccia, artist and researcher Anna Franceschini, curator Antwaun Sargent, and sustainability and culture advisor Shaway Yeh.

Coherently with Gucci’s explorations of the digital realms, a virtual tour will also be available online, giving the possibility to visit the exhibition. Stepping further down this path, envisioning dialogues melding physical and virtual environments, the House has once again partnered with the global online platform Roblox – bringing in their metaverse a captivating Gucci Garden shared experience that will open its doors on May 17, for two weeks only. As visitors explore this virtual gallery freely inspired by the Gucci campaigns exhibited, the digital avatars transform into mannequins absorbing elements of the exhibition, turning themselves into unique digital artworks.

On the occasion of the opening of Gucci Garden Archetypes, we are pleased to also announce Gucci Garden Eau de Parfum, our newest fragrance from the Alchemist’s Garden Fragrance Collection, Gucci’s collection of luxury fragrances. Created in the spirit of the place from which it takes its name, Gucci Garden is the House’s first limited-edition fragrance coming in individually numbered bottles. With only 1,000 of these being made, the new scent reflects the uniqueness of the Gucci Garden boutique in Florence.

The new limited-edition fragrance will join the exclusively designed range of products showcased at the Gucci Garden, which comprises gifts, accessories and ready-to-wear. Significantly, this will be the first time a fragrance will be on sale here since it opened in January 2018.


Located in the elegant, ancient Palazzo della Mercanzia in Piazza della Signoria, Florence, Italy.

Gucci Garden Archetypes will open to the public Friday May 14, 2021. The ticket is 8€. Following the current rules and regulation to contain the pandemic, the opening hours will be:

  • Monday to Friday - 10am / 7pm – NO BOOKING REQUIRED

  • Saturday, Sunday and public holidays – 10am / 7pm – BOOKING REQUIRED by writing to

By ML Staff. Images courtesy of Gucci


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