Gucci is renewing its avenue Montaigne boutique with a succession of rooms and an Italian material vocabulary, according to Superfuture’s presentation.
The Gucci boutique on avenue Montaigne adopts a series of connected spaces rather than a single hall. Presented by Superfuture on 30 October, this refit gives architectural form to the house’s new chapter under Demna, with a private space named Gucci Appartamento.
An Italian vocabulary in Paris
According to the specialist outlet, the project was designed in-house under the supervision of Demna and Francesca Bellettini. It draws together Renaissance palaces, 1930s Milanese architecture and mid-twentieth-century Italian interiors. Travertine, marbles and wood make up the palette.
This choice of references is of interest less as an inventory of precious materials than as a way of organising a visit. Successive rooms can create thresholds, bring objects closer together and alter the rhythm of discovery. This is a reading of the arrangement as described, not an account of an on-site visit.
The décor tested against the collection
Presenting a collection always involves a relationship between distance and proximity. A large volume offers an overview; a suite of rooms can let products be discovered in sequences. The challenge for Gucci will be to keep the offer clearly legible within a highly composed environment.
The boutique thus provides a ground for observing creative work beyond the runway show. Clothing and space must be able to answer one another without the second taking up all the room. This Paris project allows the question to be posed; it is not enough to establish its commercial effects, nor to confirm an identical rollout across the whole network.
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