MILAN VIA MONTENAPOLEONE BOUTIQUE
Located in the heart of Milan’s fashion district Quadrilatero della Moda, the shopping destination spans 1600 square meters and boasts a brand new design concept by Creative Director Frida Giannini.
“Via Montenapoleone is one of Europe’s most prestigious retail destinations so I wanted to amplify the luxuriousness of the boutique’s environment through natural light and space to create an aesthetic, which is complementary to the vision of the House today," explains Giannini. “Throughout the new design concept there are references to iconic Gucci materials and elements of stores from the past, but always set in a context that is thoroughly modern creating the ideal backdrop for the collections.”
Giannini’s innovative store design concept, which employs open space, warm luxurious materials and natural light to spectacular effect, is a departure from traditional codified fashion retail spaces, and paves the way for Gucci’s 21st century contemporary look. Signature Gucci materials of rosewood and marble are enhanced with the introduction of new elements such as ribbed glass, warm polished gold, smoked mirror and smoked bronze glass, recalling the elegance and richness of the Art Deco era. Geometric lines, including stylized characterization of Gucci’s signature web striping, define the internal space by adding further symbolic detailing.
Smoked mirror and glass alternate providing an elongated
perspective; door handles comprise gold and glass stripes; the floor is
covered in white marble, sliced with a wide black marble strip that runs
underfoot, up the wall and on the ceiling overhead; a fused bronze
glass with a striped cross section and cracked lacquer is employed on
shelving and display cases. Walls, covered in both bronze glass and
bronze mirror, contribute to the warm intimacy and sophistication of the
The lower level hosts the men’s and women’s ready-to-wear collections along with shoes and jewellery. The ground floor features a wide selection of Gucci’s accessories: handbags, luggage, small leather goods, silks, watches, fragrances and sunglasses. The first floor is dedicated to a selection of casual men’s and women’s clothing as well as additional handbags and women’s shoes. The children’s collection is available on the second floor.