Gucci’s Revamped Store Experience Will Display Björk Dresses In First Exhibit

Gucci’s Revamped Store Experience Will Display Björk Dresses In First Exhibit
Fashion & Apparel

An exhibit made possible by a three-way partnership from the fashion world is coming to the new Gucci Garden, a gallery-restaurant-store hybrid that offers customers of the design house a new level of experiential retail

Rachel Gonzalez
  • 28 june 2018

Creative director for Gucci Alessandro Michele is partnering with musician Björk and critic Maria Luisa Frisa to bring a unique fashion display to the Gucci Garden inaugural exhibit. Established in the Palazzo della Mercanzia, the garden will operate as a gallery, gourmet restaurant and upscale shopping experience.

The collaboration between the eccentric Icelandic pop star, an art critic and the creative director of one of the biggest fashion houses in the world is to be the initial display at the Florence Gucci Garden. The exhibit will feature the two dresses that Michele designed for Björk’s video “The Gate” as well as two masks by James Merry, also worn in the video.

Björk is known for her eye catching, jaw dropping looks that hold viewers’ attention and get them talking—which is just what this immersive experience is aiming to do for the fashion world. Certain to make a splash for the Gucci Garden exhibit’s opening, the unique collaboration lets the Italian design house offer its customers culture alongside experiential shopping, and ultimately provides incentive to visit the brick-and-mortar location.

Gucci Garden

+Brand Immersion
+immersive fashion

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