{"id":2122682,"date":"2026-11-03T21:56:54","date_gmt":"2026-11-03T20:56:54","guid":{"rendered":"https:\/\/www.luxsure.fr\/?p=2122682"},"modified":"2026-11-05T14:02:02","modified_gmt":"2026-11-05T13:02:02","slug":"gucci-avenue-montaigne-boutique-as-a-suite-of-rooms","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2026\/11\/03\/gucci-avenue-montaigne-boutique-as-a-suite-of-rooms\/","title":{"rendered":"Gucci avenue Montaigne: the boutique as a suite of rooms"},"content":{"rendered":"\n

Gucci is renewing its avenue Montaigne boutique with a succession of rooms and an Italian material vocabulary, according to Superfuture\u2019s presentation.<\/strong><\/p>\n\n\n\n

The Gucci<\/a> 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\u2019s new chapter under Demna, with a private space named Gucci Appartamento.<\/p>\n\n\n\n

An Italian vocabulary in Paris<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The d\u00e9cor tested against the collection<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

The boutique thus provides a ground for observing creative work beyond the runway show<\/a>. 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.<\/p>\n\n\n\n

\n\n\n\n

Also on Luxsure:<\/em> Gucci The Store Show: the boutique enters the show<\/a> \u00b7 Kering\u2019s comeback starts outside Gucci<\/a> \u00b7 Gucci Racing: when a house buys what it cannot make<\/a> \u00b7 Blooming, The Montaigne Flower Show: Floral Couture Enchants Avenue Montaigne<\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"

Gucci is renewing its avenue Montaigne boutique with a succession of rooms and an Italian material vocabulary, according to Superfuture\u2019s presentation.<\/p>\n","protected":false},"author":214,"featured_media":2120975,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[52709,30776],"tags":[30051,30184],"class_list":["post-2122682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode-luxsure-en","category-mode-en","tag-art-en","tag-luxury-en"],"_links":{"self":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2122682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/users\/214"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/comments?post=2122682"}],"version-history":[{"count":0,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2122682\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media\/2120975"}],"wp:attachment":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media?parent=2122682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/categories?post=2122682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/tags?post=2122682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}