【GUCCI】New Exhibition "GUCCI STORIA" Opens at Palazzo Gucci
Gucci announces the opening of "Gucci Storia," a new exhibition curated by Artistic Director Demna at Palazzo Gucci in Florence, opening to the public on April 27, 2026. The exhibition reinterprets the brand's diverse identity through multi-layered spaces showcasing Gucci's history, craftsmanship, and future vision.
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Palazzo Gucci, which has marked rich time in the heart of Florence, a city itself like a museum, reopens its doors with a new perspective. "Gucci Storia," curated by Artistic Director Demna, is an exhibition that reinterprets the shared destiny of Gucci and its founding city as an ongoing dialogue.
Under the concept of "a museum within a museum," this exhibition features interconnected spaces, each with a different worldview, guiding visitors through a multi-layered experience. It unfolds with a portrait gallery evoking lineage and identity, a tapestry space introducing Florentine traditional crafts deeply intertwined with Gucci, a cabinet of curiosities displaying valuable archival objects, and two rooms embodying craftsmanship and innovation, alongside a cinematic space and an interactive oracle installation. Each space breathes its own atmosphere and rhythm, embodying Gucci's diverse identities through the transition of space and narrative.
The experience of touring the Palazzo echoes walking through the streets of Florence and tracing Gucci's various transformations, reconstructing its heritage and future as a fluid and continuously evolving narrative.
"Gucci Storia" marks the opening of a new chapter for Palazzo Gucci, located within the historic Mercanzia Palace, built in 1337 in Piazza della Signoria, Florence. The exhibition spans the first floor (2nd floor) and second floor (3rd floor) of Palazzo Gucci, with an exclusive Gucci shop and the Italian restaurant "Gucci Osteria da Massimo Bottura" on the ground floor. Facing Piazza della Signoria is also the all-day cafe & cocktail bar "Gucci Giardino."
The "Gucci Storia" exhibition opens to the public on April 27, 2026.
Venue: Palazzo Gucci
Piazza della Signoria 10, 50122 Florence, Italy
About each exhibition room:
First Floor (2nd floor)
Room 1: The Thread of Time
Intricate tapestries covering an entire wall symbolically depict Gucci's 105-year history. Compositions inspired by Renaissance art evoke the origins of craftsmanship that shaped Gucci's identity as a Florentine brand. Merging cutting-edge image generation technology and traditional textile art, the tapestries are composed of four scenes, tracing from young Guccio Gucci working as a porter at The Savoy Hotel in London, through the unique aesthetics and heritage succession of successive creative directors, to Demna shaping Gucci's future.
Room 2: La Galleria
This exhibition room, adopting the form of a traditional portrait gallery, displays visuals of "Gucci: La Famiglia" on textile-covered walls. Photographed by Catherine Opie, these portraits reflect the diverse aspects that form Gucciness. Based on Demna's continuous exploration of archives and visual codes, these visuals exude sprezzatura (effortless Italian elegance) and refined sensuality, with the individuality and demeanor of individuals portrayed as a family beyond blood ties revealing the essence of Gucci.
Room 3: Archivio
This exhibition room is inspired by the archives of a natural history museum, organized by accumulation, classification, and observation. Within numerous drawers, unique items created by Gucci, such as tennis bags, shaving kits, and scarves, are housed alongside other unique objects. This exhibition room, like a time capsule, evokes a secret place where creative inspiration quietly breathes, and the intentionally unordered arrangement of items depicts the breadth of Gucci's aesthetic.
Room 4: The Cinema
This cinema room introduces Demna's vision for Gucci through film, with collection videos and short films screened sequentially. The deep red space is adorned with heavy velvet curtains, creating an immersive, cinema-like experience.
Under the concept of "a museum within a museum," this exhibition features interconnected spaces, each with a different worldview, guiding visitors through a multi-layered experience. It unfolds with a portrait gallery evoking lineage and identity, a tapestry space introducing Florentine traditional crafts deeply intertwined with Gucci, a cabinet of curiosities displaying valuable archival objects, and two rooms embodying craftsmanship and innovation, alongside a cinematic space and an interactive oracle installation. Each space breathes its own atmosphere and rhythm, embodying Gucci's diverse identities through the transition of space and narrative.
The experience of touring the Palazzo echoes walking through the streets of Florence and tracing Gucci's various transformations, reconstructing its heritage and future as a fluid and continuously evolving narrative.
"Gucci Storia" marks the opening of a new chapter for Palazzo Gucci, located within the historic Mercanzia Palace, built in 1337 in Piazza della Signoria, Florence. The exhibition spans the first floor (2nd floor) and second floor (3rd floor) of Palazzo Gucci, with an exclusive Gucci shop and the Italian restaurant "Gucci Osteria da Massimo Bottura" on the ground floor. Facing Piazza della Signoria is also the all-day cafe & cocktail bar "Gucci Giardino."
The "Gucci Storia" exhibition opens to the public on April 27, 2026.
Venue: Palazzo Gucci
Piazza della Signoria 10, 50122 Florence, Italy
About each exhibition room:
First Floor (2nd floor)
Room 1: The Thread of Time
Intricate tapestries covering an entire wall symbolically depict Gucci's 105-year history. Compositions inspired by Renaissance art evoke the origins of craftsmanship that shaped Gucci's identity as a Florentine brand. Merging cutting-edge image generation technology and traditional textile art, the tapestries are composed of four scenes, tracing from young Guccio Gucci working as a porter at The Savoy Hotel in London, through the unique aesthetics and heritage succession of successive creative directors, to Demna shaping Gucci's future.
Room 2: La Galleria
This exhibition room, adopting the form of a traditional portrait gallery, displays visuals of "Gucci: La Famiglia" on textile-covered walls. Photographed by Catherine Opie, these portraits reflect the diverse aspects that form Gucciness. Based on Demna's continuous exploration of archives and visual codes, these visuals exude sprezzatura (effortless Italian elegance) and refined sensuality, with the individuality and demeanor of individuals portrayed as a family beyond blood ties revealing the essence of Gucci.
Room 3: Archivio
This exhibition room is inspired by the archives of a natural history museum, organized by accumulation, classification, and observation. Within numerous drawers, unique items created by Gucci, such as tennis bags, shaving kits, and scarves, are housed alongside other unique objects. This exhibition room, like a time capsule, evokes a secret place where creative inspiration quietly breathes, and the intentionally unordered arrangement of items depicts the breadth of Gucci's aesthetic.
Room 4: The Cinema
This cinema room introduces Demna's vision for Gucci through film, with collection videos and short films screened sequentially. The deep red space is adorned with heavy velvet curtains, creating an immersive, cinema-like experience.