An immersive space that explores six years of the brand’s campaigns as a creative manifesto of Alessandro Michele
An archetype is the original model of something, the source, the idea. As such, it can never be recreated as a copy of itself, but rather it forms and influences what follows it. Likewise, Gucci’s advertising campaigns over the last six years, complementary to Alessandro Michele’s creative vision, represent absolutely unique moments. They are food for thought on universal themes and on creativity itself.
These visions, questions, and standpoints are illustrated in an immersive exhibit imbued with Michele’s kaleidoscopic aesthetic. A journey through and beyond time that starts in the Gucci Garden in Florence, where, in 1921, Guccio Gucci founded the Maison.
The diverse inspirations and “Archetypes” – the title of the exhibition – range from art and music to modern metropolises and utopian worlds. Spaces where the borders between past, present, and future, between history and mythology, are flexible. At the entrance, visitors are welcomed by a control room with 30 screens that intermittently show images from the campaigns presented in the rooms to come. Glimpses of Los Angeles, Berlin, and Tokyo alternate with visions of enchanted gardens and intergalactic landscapes. Ark builders are seen alongside compulsive collectors, dancers, irreverent smiles, partying pop stars, youth in revolt, and horses waiting at a car wash. The worlds are parallel, sometimes overlapping, to be explored in the company of suggestions and reflections.
The diverse inspirations and “Archetypes” – the title of the exhibition – range from art and music to modern metropolises and utopian worlds
“I thought it was interesting to accompany people in these first six years of adventure, inviting them to cross the imaginary, the narrative, the unexpected, the glitter. So, I created a playground of emotions that are the same as in the campaigns, because they are the most explicit journey into my imagery,” says Alessandro Michele.
Ilona Catani Scarlett