Frida Giannini Store Concept

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In 2008 Creative Director Frida Giannini conceived a brand new design for Gucci stores worldwide. Giannini’s concept, which employs light and transparency to spectacular effects, is a grand departure from codified retail spaces and paves the way for Gucci’s 21st century modern look.

Though each store offers its own impressive and distinctive features such as a free floating stair case in New York or a golden glass façade in Shanghai, all of these stores adhere to a new aesthetic which prioritizes natural light and warm materials. Indeed natural light pours through the spaces and allows views both inside and out.
Historic Gucci materials such as dark rosewood and marble remain lynchpins in the design, playing off the modern context. An array of new materials such as ribbed glass, warm polished gold, smoked mirror and smoked glass, recall the elegance and richness of the Art Deco era and also afford the interiors incredible warmth and a striking graphic quality, in synch with Giannini’s ready to wear designs. Walls, covered in both bronze glass and bronze mirror, contribute to the warmth and richness of the environment, while  the Gucci crest has been resurrected as a recurring visual symbol.

“I wanted to amplify the luxuriousness of the Gucci stores’ environments” explains Giannini. “The principle goal of the new concept was to bring light into the interiors of our stores. Each city has its own specifications and unique flavour , but they all retain a heightened sense of luxury and intimacy.”

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