[GUCCI] GUCCI MEMORIA: An Exhibition Curated by Demna
Coinciding with Milan Design Week 2026, Gucci will hold 'Gucci Memoria,' an immersive exhibition curated by Demna in Milan. It visually narrates the brand's 105-year history through tapestries and interactive installations.
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- 📰 Published: April 21, 2026 at 23:14
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Images Courtesy of Gucci
Gucci will hold an immersive exhibition, "Gucci Memoria," curated by Artistic Director Demna, at the Chiostri di San Simpliciano in Milan, Italy, to coincide with the Milan Design Week 2026 "Fuorisalone." This exhibition weaves the 105-year history of Gucci into a continuous narrative, portraying the evolving identity of the brand built upon its roots breathing in Florence.
Set against the backdrop of historical architecture, the exhibition will feature a variety of interactive elements, centered around a tapestry installation, a botanical space inspired by the Flora print, and a custom-made vending machine, creating a multi-layered experience.
At the heart of "Gucci Memoria" are 12 tapestries that visually represent the brand's journey. Created against the backdrop of traditional Florentine weaving techniques, these works elevate iconic moments in Gucci's history into meticulous and profound tableaux. The story begins with young Guccio Gucci's days at The Savoy hotel in London, which became the brand's starting point, and traces the trajectory of the birth of the first workshop in Florence, the establishment of design codes, and its development into an international luxury brand.
In the following chapters, alongside the introduction of iconic handbags such as the [Gucci Jackie 1961] and [Gucci Bamboo 1947], the era of creation that evolved the brand through the innovative visions of successive creative directors such as Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno is reflected. The story then reaches the present, and the final tapestry indicates the new creative direction initiated under Demna, returning to the scene of the studio where craftsmanship, experimental spirit, and the team's creativity intersect.
Each tapestry visualizes the flow of transition from mythical origins to contemporary reinterpretations through changes in composition, color, and atmosphere. By connecting and transforming figures, symbols, and landscapes, they reflect the ever-evolving image of Gucci.
In the courtyard of the main cloister, an installation reconstructing the brand's iconic Flora print into a three-dimensional space will be deployed. The original Flora print, designed by Vittorio Accornero in 1966, depicts seasonal flowers, berries, butterflies, and insects in 37 colors. The silk scarf, completed by carefully layering each color one by one, embodies Gucci's outstanding craftsmanship. The Flora print has been repeatedly reinterpreted over time as a rich source of inspiration for Gucci. Expanding as an immersive landscape, it brings further depth to the story of memory and recreation.
In the small cloister, custom-made vending machines will be lined up, selling canned drinks created by "Gucci Giardino," Gucci's all-day café and cocktail bar located in Piazza della Signoria in Florence, offering an interactive experience. The drinks come in four varieties (Fashion Icon, Drama Queen, Super Incazzata, Mega Pesantone) inspired by the characters of "La Famiglia," embodying Gucci's multifaceted identity, and are provided randomly.
Fashion Icon - Images Courtesy of Gucci
Drama Queen - Images Courtesy of Gucci
Super Incazzata - Images Courtesy of Gucci
Mega Pesantone - Images Courtesy of Gucci
Furthermore, to celebrate the "Gucci Memoria" exhibition, Gucci will announce a selection of handbags and accessories featuring the Flora motif. This selection, including the [Gucci Giglio] and [Gucci Jackie 1961], will be pre-released from Thursday, April 16, 2026, at four stores in Milan (Gucci Montenapoleone, Gucci Galleria, Gucci Rinascente, Gucci Malpensa), and is scheduled for a sequential global rollout.
The story of "Gucci Memoria" continues even after the exhibition period. From 12:00 PM to 6:00 PM local time on Monday, April 27, 2026, and Tuesday, April 28, 2026, at Gucci on Via Montenapoleone in Milan.
Gucci will hold an immersive exhibition, "Gucci Memoria," curated by Artistic Director Demna, at the Chiostri di San Simpliciano in Milan, Italy, to coincide with the Milan Design Week 2026 "Fuorisalone." This exhibition weaves the 105-year history of Gucci into a continuous narrative, portraying the evolving identity of the brand built upon its roots breathing in Florence.
Set against the backdrop of historical architecture, the exhibition will feature a variety of interactive elements, centered around a tapestry installation, a botanical space inspired by the Flora print, and a custom-made vending machine, creating a multi-layered experience.
At the heart of "Gucci Memoria" are 12 tapestries that visually represent the brand's journey. Created against the backdrop of traditional Florentine weaving techniques, these works elevate iconic moments in Gucci's history into meticulous and profound tableaux. The story begins with young Guccio Gucci's days at The Savoy hotel in London, which became the brand's starting point, and traces the trajectory of the birth of the first workshop in Florence, the establishment of design codes, and its development into an international luxury brand.
In the following chapters, alongside the introduction of iconic handbags such as the [Gucci Jackie 1961] and [Gucci Bamboo 1947], the era of creation that evolved the brand through the innovative visions of successive creative directors such as Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno is reflected. The story then reaches the present, and the final tapestry indicates the new creative direction initiated under Demna, returning to the scene of the studio where craftsmanship, experimental spirit, and the team's creativity intersect.
Each tapestry visualizes the flow of transition from mythical origins to contemporary reinterpretations through changes in composition, color, and atmosphere. By connecting and transforming figures, symbols, and landscapes, they reflect the ever-evolving image of Gucci.
In the courtyard of the main cloister, an installation reconstructing the brand's iconic Flora print into a three-dimensional space will be deployed. The original Flora print, designed by Vittorio Accornero in 1966, depicts seasonal flowers, berries, butterflies, and insects in 37 colors. The silk scarf, completed by carefully layering each color one by one, embodies Gucci's outstanding craftsmanship. The Flora print has been repeatedly reinterpreted over time as a rich source of inspiration for Gucci. Expanding as an immersive landscape, it brings further depth to the story of memory and recreation.
In the small cloister, custom-made vending machines will be lined up, selling canned drinks created by "Gucci Giardino," Gucci's all-day café and cocktail bar located in Piazza della Signoria in Florence, offering an interactive experience. The drinks come in four varieties (Fashion Icon, Drama Queen, Super Incazzata, Mega Pesantone) inspired by the characters of "La Famiglia," embodying Gucci's multifaceted identity, and are provided randomly.
Fashion Icon - Images Courtesy of Gucci
Drama Queen - Images Courtesy of Gucci
Super Incazzata - Images Courtesy of Gucci
Mega Pesantone - Images Courtesy of Gucci
Furthermore, to celebrate the "Gucci Memoria" exhibition, Gucci will announce a selection of handbags and accessories featuring the Flora motif. This selection, including the [Gucci Giglio] and [Gucci Jackie 1961], will be pre-released from Thursday, April 16, 2026, at four stores in Milan (Gucci Montenapoleone, Gucci Galleria, Gucci Rinascente, Gucci Malpensa), and is scheduled for a sequential global rollout.
The story of "Gucci Memoria" continues even after the exhibition period. From 12:00 PM to 6:00 PM local time on Monday, April 27, 2026, and Tuesday, April 28, 2026, at Gucci on Via Montenapoleone in Milan.