Gucci Memoria
Step into a new exhibition during Fuorisalone, where immersive installations retrace key moments from the House’s origins to what shapes it today.
April 21 to 26, 2026 Milan, Italy
The Exhibition
Curated by Demna, Gucci Memoria unfolds as an immersive exhibition tracing the House’s 105-year history. Set within the Chiostri di San Simpliciano, it reflects an evolving identity anchored in Florentine origins, where installations come together in a layered scenography moving between past and present.
Within the large cloister, a garden installation features specially cultivated seasonal flowers inspired by the House’s iconic Flora motif, extending the exhibition’s exploration of memory and reinvention.
Rooted in a craft long associated with Florence, the tapestries unfold as a sequence of scenes tracing the House across time, from Guccio Gucci’s early years to its evolution across decades. Through shifts in setting, color, and composition, the narrative moves toward the present, framing the House’s direction under Demna.
Within the small cloister, custom-built vending machines dispense canned drinks inspired by the archetypes of La Famiglia and crafted by Gucci Giardino—the House's all-day café and cocktail bar in Florence's Piazza della Signoria. Received at random, each variation becomes a keepsake of the experience.