Gucci announced the debut of the House’s first temporary museum in São Paulo’s JK Iguatemi mall. The three-week Gucci Museo “Forever Now” exhibit will open on May 29th and replicate the House’s Florentine museum, a living spaceencapsulating its “Forever Now” philosophy that pays tribute to Gucci’s heritage while looking to the future.
The exhibition will boast an array of rare archival pieces on loan from the Gucci Museo within different thematic spaces inspired by the House’s signature motifs and symbols. The travel theme will feature prominently with an exhibit of trunks, suitcases, accessories and articles created for the international jet-set, whose custom helped to bring international acclaim to Gucci in the Fifties, Sixties and Seventies.
The journey through the history of Gucci will also allow a glimpse at the evolution of the House’s beloved Bamboo bag, dating back to 1947 when Gucci’s Florentine artisans invented a creative solution to war-time rationing of materials. A dedicated space will showcase the legacy of the Flora motif, the iconic floral pattern that has spurred multiple interpretations over time.
A special area will allow guests to view a selection of Gucci Première haute couture gowns, designed by Frida Giannini and worn by friends of the House on the most prestigious red carpets.
