Gucci, founded in Florence, Italy, in 1921 by Guccio Gucci, is one of the world’s most renowned luxury fashion houses. With gorgeous designs, high-quality craftsmanship, distinctive logos, and beautiful packaging, it is known for its exclusive apparel, accessories, footwear, and fragrances. As a brand, it honours historical significance while setting new fashion benchmarks.
Immersing oneself in the rich heritage of a brand like Gucci can only be described as a dream for any fashion enthusiast. But it’s now possible for Londoners to live out their dream thanks to the Gucci Cosmos Exhibition that is currently running. The exhibition offers a multi-sensory experience that has already wowed audiences in Shanghai this April and now presents a unique peek into the iconic Italian fashion house’s storied legacy in London at 180 Studios (The Strand).
Take a look at what’s in store.
Drawing inspiration from cosmology and nature, Es Devlin, an artist and stage designer whose works integrate music, language, and light to create large-scale performative sculptures and environments, has designed a series of unique spaces that showcase Gucci’s timeless aesthetics, brought to life over 102 years by artisans and creative directors. The visual style of these displays combines elements that perfectly capture the fusion of equestrian and the harmony between plant and animal ecosystems, from beginning to end, featuring:
The Ascending Room
The Studios’ elevator is designed to resemble the Savoy Hotel lobby in the 1890s. During this time, the young Guccio Gucci worked there as a luggage porter. While you wait in the elevator to reach the basement, the founder’s story will unfold. It is heartwarming and will surely leave you with goosebumps.
Portals
A white room with multiple doors and a central rotating platform that showcases vintage Gucci luggage and bags. There are iconic bags in the collection named after celebrities. One example is the Jackie 1961, inspired by Jackie Kennedy’s love affair with handbags.
Eden
A room which features a paper-cutting installation inspired by Flora, a gorgeous image of flora and fauna created in 1966. In 1981, Gucci’s 1981 collection adopted this pattern as the leitmotif. It has inspired many creative directors, including Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno ever since.
Zoetrope
A room which showcases Gucci’s equestrian iconography features 1953’s iconic Gucci Horsebit loafers with their double ring and bar. A green-red Web stripe, inspired by a saddle strap, adorns the shoes and garments as well. What is most astonishing is that, as the lights dim, life-size projections of running horses appear on the wall.
Cabinet of Wonders
A revolving masterpiece, a 2.8m cubed cabinet packed with technology and a deep red high-end finish. The cube conceals doors and drawers that slowly slide open. It reveals Gucci treasures. These treasures include Gwyneth Paltrow’s 1996 VMA red velvet suit, designed by Tom Ford. Another is Harry Styles’ Coachella 2022 rainbow disc jumpsuit, created by Alessandro Michele. The exhibition team operates the cabinet via iPad. And it takes approximately two and a half minutes for each rotation. The structure is test-built in Tockwith, with 32 motors, 22 axes of control, and miles of wiring. The automation is complex but delivers an astonishing performance.
Twos
A pair of white statues, 10 meters in height with outfits projected on them, lie horizontally. The outfits keep changing, and it looks quite stunning.
Carousels
A corridor-style setting is devoted to archives. It features stunning blue and mirrored walls. Presenting iconic bags like the Bamboo 1947, the Jackie 1961, the Horsebit 1955, and the Dionysus. The room layout is akin to the Archivio Gucci in Florence, with many cabinets and drawers. As you pull out the drawers, you’ll find nostalgic advertising campaign images, gems, and silk scarves.
Gucci Ancora
The new room in the Shanghai incarnation is inspired by creative director Sabato De Sarno’s debut collection. It features poetry-inspired words and phrases on the walls, as well as the house’s new signature Rosso Ancoro shade of red. The room embraces the house’s history and heritage while offering a glimpse of its future.
Archivo
An area placed towards the exhibition ends with a catwalk-style presentation of 25 iconic pieces. These pieces are from the 1970s onward. They include Michele’s model baby dragon from autumn/winter 2018, as well as Lady Gaga’s purple dress from the 2021 London premiere of “The House of Gucci.” The presentation is complemented by illustrations by London-based artists and Shanghai-based talents.
Maria Luisa Frisa, a leading Italian fashion theorist and critic, has curated this collection of rare treasures, which is on display outside the archive for the first time, highlighting how Gucci has not only introduced style but also developed a unique aesthetic that has influenced generations.
The Gucci Cosmos exhibit is much more than clothing and accessories; it is a celebration of creative vision. With features including imaginative sets, sculptures, and multimedia installations, it sets an inspiring environment which enriches and enhances the experience, transporting visitors into a world of breathtaking elegance – dedicated to promoting creative excellence. The true stars of the exhibit are all those artists whose iconic creations and directions have shaped the brand throughout the years.
The Gucci Cosmos exhibition will remain open from 11 October to 31 December 2023 at 180 Studios, The Strand, London. In case you haven’t visited already, you should!
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