For more than a century, the Italian luxury house Gucci has been a tastemaker in world of fashion. Starting from its founder Guccio Gucci to his successors Tom Ford, Frida Giannini and most recently Alessandro Michele, the storied brand will be celebrating its 102-year history and rich heritage in an immersive experience — Gucci Cosmos.
Happening from 28 April to 25 June, the exhibition is a voyage into Gucci’s universe through the decades. There are eight worlds that guests can explore, and these spaces will feature a combination of audio, visual and kinetic experiences. Each “room” has been designed to highlight iconic pieces from the various milestones of the brand and these era-defining works have been taken from its archives in Florence. The brand further adds that the exhibition “demonstrates how the visionary ethos at the heart of the House has continuously reflected and defined the times.”
Curated by Italian fashion critic Maria Luisa Frisa and devised by renowned British artist Es Devlin, Gucci Cosmos will make its first stop in Shanghai, China before making its way around the world. The decision to stage the first leg of the exhibition in the Middle Kingdom signals the importance of the country for the brand. Over the last few quarters, it has been observed that Gucci’s growth has slowed down (it grew by 9 per cent on a comparable basis to Q3 of 2021). It is quoted that, “Performance in Mainland China was mixed” as most of its stores were closed due to the stringent Covid policies in the country.
Making Shanghai its inaugural stop, Gucci aims to revitalise the brand and recapture the attention of the Chinese people, which would then possibly improve its sales within the local market. The news that China’s scrapping restrictions on 8 January was certainly music to the ears of many companies across different sectors. Gucci’s most recent showcase in the country was in 2021, the “Gucci Garden Archetypes” as part of its 100th anniversary celebrations. The event was attended by many Chinese brand ambassadors such as Lu Han and Ni Ni. Then in June of the same year, the brand’s Aria fashion show was replayed in the city and 13 new looks were added to the collection.
Speaking more about the Gucci Cosmos, Marco Bizzarri, president and CEO of Gucci said: “We are delighted to return to China to host the world premiere of Gucci Cosmos in Shanghai. This is an exhibition that will take visitors on a captivating voyage through the House’s past, present, and future. Gucci has always charted its own course, building a legacy that is rooted in heritage and craftsmanship, while always present at the intersection of fashion and culture. In this way, Gucci Cosmos is a true celebration of the brand’s evolution over the course of its 102-year history thanks to the iconic designs and ingenuity that have always defined the brand, and will continue to do so.”
Gucci Cosmos happens from 28 April to 25 June 2023 at Shanghai’s West Bund Art Centre.
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