Gucci has opened a museum, restaurant and shop in Florence called Gucci Garden.

The brand opened a museum in the city in 2011, but the concept has now been reimagined as a "collaborative and creative space", filled with references to plants, animals and nature (thus the name). 

The museum will feature Gucci designs from the brand's archives dating back to 1921 to the present day. This will be no conventional showcase, rather the label has placed emphasis it being immersive - video installations, films, artworks, documents and artefacts are displayed over the two floors of the Gucci Garden Galleria, organised by themes.

A shop will also sit on the ground floor, selling ready-to-wear, accessories and gifts such as stationary, postcards, canvas bags, plates, maps of Florence, cushions and decorative, printed boxes. This could be the most budget-friendly piece of Gucci you ever own.

To the opening of the #GucciGarden, @amanda_charchian in a wool check coat with velvet and crystal embroidered bow appliqué, crystal GG tights and a #GucciBamboo bag from #GucciCruise18 by #AlessandroMichele

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A look inside the bazaar-like store featuring products exclusively designed for the #GucciGarden in Florence. From special material pieces to several one-of-a-kind creations, all products feature a distinctive label and come in packaging exclusive to this store. The retail space is designed to respect and celebrate the original architecture of Palazzo della Mercanzia. A first room dedicated to ready-to-wear, accessories and #GucciDécor features a colour scheme that combines a burnt yellow for the plaster walls with tongue red to pick out the architectural forms of arched doorways and windows. The floor is of hand-aged marble tiles. Discover more through link in bio. #AlessandroMichele Gucci Garden store opening hours: 10.00 – 19.30

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Gucci Osteria da Massimo Bottura, a restaurant curated by three-Michelin-star chef who for #GucciGarden has created an entirely new menu that takes influences from his travels and applies these to Italian cuisine. ‘Travelling the world, our kitchen interacts with everything we see, hear and taste,’ says @massimobottura. The menu of the Florentine restaurant will include iconic Italian dishes as well as conceptual twists on classics for an all-day dining experience. Discover more through link in bio. #AlessandroMichele Gucci Osteria da Massimo Bottura: reservations from 12.00 – 20.30

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In the second room of the #GucciGarden store, a selection of innovative magazines and publications, and a collection of books–both current niche titles and antique tomes, which come from the Antica Libreria Cascianelli in Rome. Distinguished by its original stone pillars and a display around the walls of merchant’s coats of arms in stone, has the addition of a cloud blue colour. This space is dedicated to accessories, as well as to publications, and features many specially-designed display devices like painted wooden mannequin heads, reproductions of mid-century modern busts of women, partitioned boxes coated in Gucci-print fabrics. Special stationery, postcards, matches, canvas bags, music boxes, maps of Florence and decorative, printed boxes are part of the exclusive products of the #GucciGarden store in Florence. Discover more through link in bio. #AlessandroMichele Opening hours: 10.00 – 19.30

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The #GucciGarden Galleria unfolds. The first room is ‘Guccification’: a light on the allure of the Double G by exploring the many ways the House logo has transformed, from its use on vintage and contemporary pieces—including a 1970s dress with GG motif combined with a dolphin print— to the #GucciGhost collaboration with talents @troubleandrew, @cococapitan, @ignasimonreal and many other artists who worked together with the House in the #TFWGucci and #GucciGram digital projects. Discover more through link in bio. #AlessandroMichele Gucci Garden Galleria opening hours: 10.00 – 19.30

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Inside the historic Palazzo della Mercanzia, which housed the Gucci Museo, the House debuts the #GucciGarden. Conceived by creative director #AlessandroMichele, the space featuring gallery rooms, a store and a restaurant is a hypnotic territory where the visitor can choose whether to drift and let themselves fall into this new world or look intently to examine the surrounds. #GucciGarden is open to the public from January 10th.

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A look at some of the exhibition elements that will be unveiled tonight for the opening of the #GucciGarden. In a series of rooms a story unfolds: from a curated selection of pieces dating back to the House’s Florentine origins in 1921 together with recent work, memorabilia, ephemera and contemporary art, exploring the eclectic creativity that lies at the heart of Gucci. #GucciGarden is open to the public from January 10th. #AlessandroMichele

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