One luxury brand’s bid to break the mould

Luxury brand Gucci has revolutionised their customer experience, showcasing the 97 year old brand’s legacy in the fashion industry in a bold and brave way. Gucci Garden Galleria recently opened in the iconic Italian city of Florence. The multi-level concept store narrates the brand’s future vision while paying homage to the days gone by.

For a minimal fee of 8 euros (Gucci donates half of the entry fee to restoration projects in Florence) guests can immerse themselves in the opulence of the luxury brand, stroll through one-of-a-kind pieces that appear to look more like artwork not clothing and leather goods. After walking through the day dream of owning haute couture, you’ll find the boutique full of exclusive items and the current collections for purchase, allowing the consumer to walk away with a piece of the Gucci legacy. In addition, guests have the opportunity to dine in Gucci Osteria, a restaurant curated by a three Michelin-starred chef serving authentic Italian cuisine.

Our take

Since the introduction of e-commerce, the traditional bricks and mortar shopping experience has been overshadowed – a recent Nielsen ‘Arrival of Amazon’ report said that 9 in 10 Australians shopped online in the last 12 months with nearly a fifth of shopping online once a week. Gucci has redefined their approach by creating an experience, not a product, to engage the consumer and while luxury brands have launched concepts stores in the past, Gucci Garden Galleria has delivered something truly unique.

Cassanne Ayre


What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.