Since its establishment in 1921, Gucci has 102 years of history and heritage. To celebrate this milestone, the brand held the "Gucci Cosmo" exhibition at Shanghai West Bund Art Center this year. This exhibition focuses on four creative directors from Guccio Gucci to Tom Ford, Frida Giannini and Alessandro Michele, showing the iconic works of four eras. The exhibition features eight themed worlds, conceived by Italian fashion critic Maria Luisa Frisa, who spent half a year selecting collections of milestones from the Gucci archives, and British artist Es Devlin to create spectacular scenes.
The first world "Portal" details the story of the brand's founder, Guccio Gucci. When he was a young man working as a porter at The Savoy Hotel in London, he had the initial idea for the brand. From The Savoy Hotel, the first iconic suitcase designed by Guccio Gucci in the late 1920s, to Alessandro Michele's Epilogue collection of Disney-printed luggage in 2020, the revolving door showcases some of Gucci's finest examples of luggage design . There are eight multimedia dioramas throughout the space, paying tribute to the brand's cultural icons such as Princess Diana, Princess Grace Kelly of Monaco, etc.
"Collection Hall"
The two circular spaces "Garden of Eden" and "Diorama" are themed on Gucci's iconic floral patterns and equestrian roots respectively. Gucci has always drawn inspiration from the world of equestrianism, a connection that flourishes in the world of the 'diorama'. Every minute, the room will be darkened, and the whole space will be surrounded by large projection screens and the background sound of the racetrack, just like being there. The signature red and green striped web is showcased in several archive pieces, such as the Horsebit 1955 handbag and the wool suede dress from the 1970s. "Diorama" also shows how Gucci's creative director in recent years has subverted the traditional aristocratic temperament of equestrian skillfully, bringing more innovative possibilities.
"Garden of Eden" brings the floral series to life. In this circular space filled with light and mirrors, flowers, insects and plants come to life. Floral garments, handbags and scarves fill the space with wonder. Gucci's classic floral pattern originally originated from Rodolfo Gucci, who commissioned Italian painter Vittorio Accornero de Testa to design a silk scarf for Grace Kelly, which later became the theme exhibit of Gucci's 1981 ready-to-wear collection, exhibited at the Sala Bianca of the Palazzo Pitti in Florence , and continue to inspire every creative director to re-use, re-enact and mix and match. This world collects the Jackie handbags designed by Tom Ford, the former creative director of Gucci, and the classic floral pattern silk scarves.
"Main Church"
Leaving the vibrant 'Garden of Eden', visitors will be greeted by a pair of gigantic illuminated statues up to 10 meters high. The fourth world "Idol" uses projection art to project Gucci's past and present images of men's and women's suits on the statue in a loop, emphasizing Gucci's neutral charm. The blank canvas meets the strong color, which is extraordinarily gorgeous and eye-catching. Gucci’s 2023 spring/summer series “Twinsburg” was conceived and presented by the creative director at the time, Alessandro Michele. 68 pairs of twins joined hands on the catwalk to pay tribute to the twin mothers who raised him in his childhood. This exhibition will The idea reappeared.
The Fifth World "Collection Hall" displays the most topical bag designs of Gucci in the past century. In this space filled with labyrinthine corridors, a large number of pale blue cabinets and drawers line the sides, some open or hidden behind frosted glass. The historic handbags on display include five models – Bamboo 1947, Jackie 1961, Horsebit 155, Gucci Diana and Dionysus, all of which are now considered timeless classics. It not only shows the evolution of bags, but also allows the audience to analyze the details behind the works, such as sketches, technical drawings, vintage advertisements and fabrics, etc., to dig deeper into their charm.
An eclectic array of clothing, accessories and curios comes into view, housed in a stunning cubic cabinet in the sixth world "House of Curiosities". Covered in deep red lacquer, this cubic cabinet is filled with drawers and compartments that slide in and out automatically. Accompanied by a soundtrack, the three-meter-high revolving cabinet of curiosities showcases the brand's most unique designs and historic items, such as the black leather corset from the Tom Ford 2001 collection, the Alessandro Michele black ostrich feather fan and the Tom Ford Era electric guitars and more.
Come to the world of "Merry-go-round", 32 mannequins wearing Gucci clothing from the 1970s to the present, pass by the conveyor belt, just like fashion models walking on a constantly moving fashion show. The "Carousel" is like a dance across time, emphasizing the creative dialogue between the brand's own tradition and modernity. As the shape rotates around the conveyor belt, calligraphy and paintings by various Chinese artists are projected onto the four screens, strengthening the brand's close connection between East and West.
"The Curiosity House"
In the world of "Main Church", the last stop of "Around the World", the whole exhibition ushered in a climax. This station is a spectacular homage to the city of Florence, replicating the domes of the two Florence cathedrals, Santa Maria del Fiore, one upright and the other upside down. Gorgeous designs of traditional silk scarves from the 1950s to the 1980s, including Vittorio Accornero's Flora, are projected on the inner wall of the dome with omnidirectional light and shadow, creating a dreamlike kaleidoscopic spectacle. Guests can also enter the dome via a hidden staircase to enjoy an immersive light show featuring Gucci's most famous prints and a bird's-eye view of the exhibition.
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