In view of its highly anticipated Cruise 2017 fashion show in London on June 2nd, Gucci is pleased to announce the re-opening of its newly renovated London flagship store located at 34 Old Bond Street. Over 7,500 square feet of selling space to showcase the complete collection of men’s and women’s ready-to-wear, handbags, shoes, jewellery, accessories and Gucci fragrances.
With a look that invites customers to feel welcome and relaxed, the architecture and interior design is discreet. Soft elements like velvet armchairs offset harder surfaces and industrial elements, such as rivets. Contemporary luxury is suggested not only by the employment of beautiful and idiosyncratic materials, but also through a determinedly spare use of space. In keeping with the elegant and contemporary eclecticism that characterizes Gucci’s new collections, the store sees the combination of traditional and modern, industrial and romantic. The concept complements the product offering from Alessandro Michele, whose highly anticipated Gucci Pre-Fall16 collection will be one of the first available in the new space.
Contrasting merchandising elements represent different design codes, combining to create curiosity, inviting customers to feel like they are constantly discovering new aspects of the store. This journey is mirrored in the fact that travel is a central theme of the new store design, referencing the history of the house, specifically through the use of the aesthetic codes of luggage, and the trunk in particular, to create decorative elements.
The mood within the store is one of discretion, where understated drama is created by the surprising and unexpected combination of materials. Marble polychrome inlays produce decorative three-dimensional effects on the floors, while being harmoniously integrated with functional cement. Juxtaposition of this sort, where opposites forge a new connection, is repeated throughout: technical, mechanical display units contrast with the softness of the rich fabrics that adorn the rooms; carpets in cherry red; round tables offset rectangular ones; varnished iron wall finishes complement marble staircases and dark grey matelassé or pale pink velvets, used for upholstery and fitting rooms. Throughout the store one finds sumptuous chairs, while vintage oriental rugs are layered over each other for a textured effect. The result is a space that entices, surprises and feels personal to Gucci.