This is Your First Look at Gucci Garden Archetypes
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.
This almost out-of-the-world experience shouldn't come as a surprise as Michele has a knack for eccentricity which is recently seen when 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.
Gucci Cruise 2016. Photo: Courtesy of Gucci
Gucci Bloom. Photo: Courtesy of Gucci
Gucci Control Room. Photo: Courtesy of Gucci
Gucci Fall/Winer 2016. Photo: Courtesy of Gucci
Gucci Beauty. Photo: Courtesy of Gucci
Gucci Cruise 2019. Photo: Courtesy of Gucci
Gucci Cruise 2020. Photo: Courtesy of Gucci
Gucci Fall/Winer 2018. Photo: Courtesy of Gucci
Gucci Pre-Fall 2017. Photo: Courtesy of Gucci
Gucci Pre-Fall 2018. Photo: Courtesy of Gucci
Gucci Fall/Winter 2017. Photo: Courtesy of Gucci
Gucci Spring/Summer 2018. Photo: Courtesy of Gucci
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.
For instance, Gucci Beauty's lipstick campaign becomes a multi-screen extravaganza where visitors are dazzled from multiple angles. Then there's the scented floral paradise of Gucci Bloom, a hidden imaginary garden that becomes a place of freedom. In another room, a circular projection creates the immersive sensation of being out "on the floor" with the exuberant dancers of the brand's Pre-Fall 2017 collection.
Other experiences include entering an 80s nightclub bathroom of the Berlin-set Spring/Summer 2016 campaign, taking a trip through the breathtaking world of Cruise 2019's epic ark-builders and riding on a LA subway carriage like the one that made an appearance at the Fall/Winter 2015 campaign.
Staying true to Gucci's exploration of the digital realms, a virtual tour will also be available online from May 17 and last for two weeks only. Visitors can explore the virtual gallery freely, inspired by the Gucci campaigns. For more information, visit the official website.