This week, the Italian brand is unveiling a new retail concept: immersive library-style windows combining art, culture and heritage.
A new retail concept that highlights Gucci heritage and heritage
Baptized “Endless Narratives” (Infinite Stories, in French), this retail project aims to give new impetus to Gucci windows. Unveiled in preview in the historic boutiques of Milan (Via Montenapoleone and in the Galleria Vittorio Emanuele II), the classic exhibition of the brand’s bags, accessories and clothing is replaced by “and cultural kaleidoscopewhere Books, artifacts and treasures converge across time, from the past to the present and into the future”describes Gucci in a press release.
And storytelling visuel where each piece for sale proudly sits in a lacquered blue wooden bookcase combined with a carpet of the same shade. Books and small objects linked to the brand’s heritage and inspirations adorn the shelves, while a set of mirrors installed in the background give potential buyers an impression of infinity.
-Static displays become a dynamic narrative where art is also in the spotlight. The house actually asked the Italian artist Luca Pignatelli, known for his work that mixes classic and contemporary imagery, to design limited edition works to bring an artistic touch to the project. 80 pieces using collage and sugar-lift techniques were thus disseminated in the display libraries.
An innovative branding which will be deployed in 500 brand stores by Februarynotably in key stores on rue Saint Honoré in Paris and New Bond Street in London.
A new retail strategy envisaged as a hope to revive Gucci growth over the year 2025. In the quarter of the year 2024, the Italian house, which recently recruited Stefano Cantino as general manager, experienced a sharp slowdown in its sales: -25%, to 1.6 billion euros. Its Kering group, for its part, fell by -16%, to nearly 3.8 million euros in turnover over the same period.
