GUCCI MEMORIA
by DEMNA

GUCCI MEMORIA
by
DEMNA

AN EXHIBITION CURATED BY DEMNA
Presented at the Chiostri di San Simpliciano during Fuorisalone 2026

Gucci Memoria, is an immersive exhibition curated by Demna at Milan’s Chiostri di San Simpliciano. Conceived as a continuous narrative, this project traces the House’s 105-year history, reflecting its evolving identity while remaining anchored in its Florentine origins.

Unfolding across the cloisters, the exhibition features a series of installations that include tapestries, a botanical environment inspired by the Flora motif, and interactive elements such as custom-built vending machines. Together, these components create a layered scenography where different mediums engage in dialogue.

At the heart of Gucci Memoria is a cycle of twelve tapestries, designed as a visual chronicle of the House. Rooted in a craft long associated with Florence, each piece translates a defining moment in Gucci’s history into a richly composed tableau. The series begins with Guccio Gucci’s formative years in London at The Savoy hotel and traces the founding of the first Florentine workshop, the codification of the House’s visual identity, and its evolution into an international symbol of luxury.

Subsequent scenes reflect key creative eras, showcasing the emergence of emblematic designs such as the Jackie 1961 and Bamboo 1947 handbags, as well as the distinct visions of successive Creative Directors, including Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno. The narrative culminates in the present, with the final tapestries framing the House’s current direction under Demna—bringing the story full circle within the studio, where craft, experimentation, and collective authorship converge.

Each tapestry is articulated through shifts in composition, color, and atmosphere, transitioning from mythologized origins to contemporary reinterpretations. Figures, symbols, and landscapes evolve throughout the sequence, constructing a visual language that mirrors Gucci’s ongoing transformation.

Within the large cloister, a garden installation features specially cultivated seasonal flowers inspired by the House’s iconic Flora motif, further extending the exhibition’s exploration of memory and reinvention.

In the smaller cloister, a series of custom vending machines introduces an interactive dimension. Dispensing canned beverages created by Gucci Giardino, the House’s all-day café and cocktail bar located in Florence’s Piazza della Signoria, the installation draws on the archetypes of La Famiglia, a cast of characters that embody different facets of Gucci’s identity. Each drink, distributed at random, corresponds to a distinct persona, including… Fashion Icon, Drama Queen, Super Incazzata, and Mega Pesantone.

In parallel with Gucci Memoria, a selection of handbags and accessories featuring the Flora motif was introduced in Milan through a dedicated pre-launch across four Gucci stores—Via Montenapoleone, Galleria, Rinascente, and Malpensa—beginning April 16, before becoming more widely available. This selection includes the Giglio and Jackie 1961, both adorned with the Flora motif.

To extend the project beyond its exhibition period, the Gucci store on Via Montenapoleone has distributed bouquets composed of blooms from the Flora installation on April 27 and 28, from 12 p.m. to 6 p.m. This initiative continues the narrative through the reuse of its material elements.

GUCCI FOREVER !

Text : Mário de Castro

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