The Gucci Garden: the luxury fashion brand museum in Florence

The Gucci Garden was inaugurated for the 90-year anniversary of the birth of the brand, a luxury fashion brand museum in Florence designed specifically to give visibility and prominence to the eclectic production of the fashion house. Among Italian luxury brands, Gucci is certainly one of the most important and all time internationally famous. The Maison founded in 1921 in Florence, presents itself as a distinctive expression of “made in Italy” in the world. It is also headquartered in one of the most fascinating locations in the city, within the historic Palazzo della Mercanzia, in Piazza della Signoria.

What is the Gucci Garden?

The choice of the name of this luxury fashion brand museum in Florence recalls the aesthetics of the brand and the distinctive, quiet atmosphere one would easily associate with that of a garden and the discrete presence  of plants and flowers. It is a space reinterpreting in a totally innovative way the concept of conventional museums. Designed by Alessandro Michele, the Gucci Garden hosts an important historical archive which is complemented by a dynamic and interactive experience that proposes articles from the most important collections of the brand starting from 1921. The exhibition also includes memorable objects, and contemporary art pieces.

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What to visit in the luxury fashion brand museum in Florence?

In what is, first of all, an innovative “concept space”,  clothing can be found next to video installations, fashion accessories next to graphic elaborations and documents. They are arranged on the two floors of the Gucci Garden Gallery, according to thematic areas. The walls are decorated by famous artists and contribute to create a unique scenography also through the Gucci printed fabric wallpapers and the gigantic oil portrait entitled Fantino con bambina (Jockey with little girl) signed by Domenico Induno. The entire exhibition area is arranged on two floors and opens with the “Guccification” room, to continue with the “Paraphernalia” room, a path across the changes in design of the more iconic items from the House, and “Cosmorama,” which tells the story of the historical VIP clientele of the fashion house. On the second floor, we enter the two halls “De Rerum Natura” that recall the atmospheres of natural history museums and finally, “Ephemera” the hall that narrates the history of the Gucci Maison through a path made of objects, videos and memories of the Gucci brand.

Gucci Garden, not only a museum

The Garden houses the Gucci Osteria on the ground floor, a small restaurant entrusted to the care of the Michelin-starred chef Massimo Bottura, which proposes a menu based on the Italian gastronomy but inspired by the round-the-world travels of the famous chef. There is also a boutique, designed with an explicit reference to the Florentine shops, with a décor that includes furniture and antiques.

Here you will find a wide variety of the items distinguished by the special Gucci Garden brand, together with those of the Gucci Décor collection, enriched by a section dedicated to magazines and books.

 The Museum

The Gucci museum designed by Frida Giannini occupies a total area of over 1700 square meters on three floors. The halls are divided into thematic areas and tell the whole story of the Florentine Maison from many points of view. Among the various attractions are the dresses worn by famous actresses, including the one worn by Hilary Swank at the 2011 Oscars. Here you will also find the original vocation of the Gucci leather production, thanks to the exhibition of bags, trolleys and suitcases.


In the scenario of one of the richest Italian cities of art, Florence, the Gucci Garden is an unconventional museum that will guide you on a journey to discover one of the Italian luxury brands that have marked the history of Made in Italy.

1 comment

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