GUCCI 5TH AVENUE
the concept
A towering glass edifice in the heart of Manhattan, Gucci’s newest New York store is a grand architectural endeavor that is poised to become a global shopping destination. Situated at 725 5th Avenue, the store covers an area of 46,000 square feet gross that spans three spacious, warm, light-infused floors. Impressive in both size and scope, this new flagship is the world’s largest Gucci store. It is a true original within the Italian luxury brand’s expansive retail network and boasts a brand new design conceived by Gucci’s Creative Director Frida Giannini.
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. The gleaming glass exterior, which cuts a striking view from the street, is the result of celebrated architect James Carpenter’s work. This external sheet of transparent glass spans all three stories, letting natural light pour through the space and allowing views both inside and out.
Historic Gucci materials such as dark rosewood and marble remain lynchpins in the store’s aesthetic, however the entire space has been transformed by Giannini’s reliance on natural light. 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.
Geometric lines, including stylized characterizations of Gucci’s signature web striping, define the internal space, adding further symbolic detailing. For example, smoked mirror and smoked bronze glass alternate to allow for an elongated perspective; door handles are comprised of alternating gold and glass vertical stripes; the floor is covered in white marble that is 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 a cracked lacquer are used on shelving and display cases, while rails, with a square cross section, have been created in warm polished gold.
Walls, covered in both bronze glass and bronze mirror, contribute to the warmth and richness of the environment. The Gucci crest has been resurrected as a recurring visual symbol. A noteworthy design feature is the single run, free-floating staircase which runs diagonally across three floors of rosewood wall. It is delineated by a stunning series of vertical gold and clear plexi-glass rods, which allow light to pour through the space.
“I wanted to amplify the luxuriousness of the Gucci store environments and to create an aesthetic, which is complementary to the vision of the brand today” explains Giannini. “This design concept is a modern architectural statement that references the iconic Gucci materials and elements of stores from the past. Everything was carefully chosen to make the design stand out while highlighting the collections in the strongest possible way”.
EXCLUSIVE PRODUCTS
This lofty, luxury oasis is perfectly suited to Gucci’s high-end product. The first floor, dedicated to Gucci’s wide selection of accessories and small leather goods also features a separate Heritage room and video display, an ode to Gucci’s rich leather goods history. The first of its kind, this brand new space will house the newly launched Heritage collection and will function much like a revolving exhibition, offering a rotation of limited edition accessories and specially designed pieces, which reflect Gucci’s masterful leather goods experience. Archive pieces will also be on display to showcase Gucci’s tradition of craftsmanship, as well as its history of luxury. In addition to the Heritage collection, Gucci 5th Avenue will also offer a selection of products unique to its location. These products, designed by Giannini specifically for the New York market, will change seasonally and will be featured at Gucci 5th Avenue exclusively.
MENSWEAR AND WOMENSWEAR
The second and third floors, both of which boast full views of 56th street and 5th Avenue from glass walls, house menswear and womenswear respectively. Uniquely, each floor provides a salon-like atmosphere in which the entire product range is available, making shopping all the more seamless. The men’s floor, covered in a signature diamond patterned charcoal and brown carpet, offers suiting, ready to wear, shoes, luggage, ties, belts, as well as a made-to-order section. The women’s floor is characterized by a softer light grey palette, which distinguishes it as a separate environment. It offers ready to wear and evening wear alongside shoes, jewelry, and handbags. The walls are covered in lush fabric and are accented by gold ribbing.
On the 3rd floor a VIP lounge has been created. Accessible via an exclusive elevator entrance off 56th Street for all VIP clientele, the area comprises private fitting rooms and is complete with displays for all products, video screens featuring the latest fashion shows, exclusive bar service and a wireless interactive technology device.
THE ADJOINING FINE JEWELRY BOUTIQUE
Joining a long list of illustrious jewelers located on 5th Avenue, Gucci is also pleased to debut a freestanding fine jewelry store next door to the main Gucci flagship. With a separate edifice and entrance, this chic stand-alone boutique provides maximum impact to Gucci’s growing jewelry division. The three story space is characterized by intimate areas for viewing fine jewelry, watches, and fashion jewelry. The store will attract customers directly from bustling 5th Avenue, yet it will also appeal to Gucci flagship clientele, as both stores connect on their third floors with direct walking access.
THE SHOPPING EXPERIENCE
Customers will receive an unparalleled and luxurious combination of personal service and attention to detail, elevating shopping at Gucci to a veritable selling ceremony.
The store showcases carefully conceived details, such as Guccissima leather change trays, credit card folios, shoehorns and poles designed for the salesperson to theatrically reach the handbags from the handbag display, a signature of Gucci stores past and present.
In what will become a new Gucci signature, handbags will be presented with a flourish on special leather roll out pads inspired by those originally used at Gucci’s first store in Florence. Gucci robes monogrammed with the original Guccio Gucci script signature are both elegant and comfortable and will be at the customers’ disposal in the changing rooms.
“Gucci has enjoyed a long retail history in New York, having opened its first store in the city in 1953. This new, one of a kind, Gucci 5th Avenue experience perfectly captures our modern incarnation and is set to become a major fashion destination for our New York and International shoppers”, says Gucci President and CEO Mark Lee.