The immersive multimedia experience explores and celebrates the House's creative vision
Adding on to its 100th anniversary festivities, Gucci unveiled the Gucci Garden Archetypes, an immersive multimedia experience at the Gucci Garden in Florence. This comes after the launch of the Aria collection last month and the announcement of its next fashion show in Los Angeles as part of its centennial celebrations. The exhibition features mythical ark builders, intergalactic explorers, horses, dancers, angels and aliens all making an experience in this exploration of creative director Alessandro Michele's kaleidoscopic vision.
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This almost out-of-the-world experience shouldn't come as a surprise as Michele has a knack for eccentricity which is recently seen from the Gucci x Balenciaga "hacking lab". And with the pandemic, fashion brands are thinking of much more creative ways to maintain or even draw in followers.
With Gucci Garden Archetypes, they present a recreation of 15 of the brand's most impactful advertising campaigns under Michele's wing during his six-and-a-half year tenure at the Italian fashion house. It delves into the multifarious inspirations from the music, art, travel and pop culture spheres that resonate through Gucci's campaigns.
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Curating the exhibition himself, Michele says, "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".
For the exhibition, you can expect cutting-edge technology, elaborate hand-crafting and innovative interior design that create a sequence of distinct, immersive worlds, designed by Archivio Personale, the same design studio that transformed Michele's vision into narrative spaces. Visitors will first get a split-screen live view of the exhibition that they're about to enter. Inside, a network of themed spaces and corridors bring the intricate world-building of Gucci campaigns to life.
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