Gucci's 100th Birthday Bash Hits Berlin, Milan & London
Gucci's centenary celebrations continue with Gucci Circolo, pop-up shops exclusive to Berlin, Milan, and London.
In Germany's capital, the fashion house took over a building in Kreuzberg, most recently used as a lapidarium (stonework exhibition site) and an office for art collector Christian Boros. Gucci has outfitted it with an interactive photo booth and a "listening lounge," respective nods to the city's famed outdoor photo booths and vibrant music scene.
Meanwhile, in homage to London's historic bookstores, Gucci opened a library-inspired pop-up in Shoreditch, a neighborhood vital to the city's youth culture.
Created in partnership with IDEA, a British bookseller beloved for its collection of fashion magazines and photography books, the space features a curated selection of rare fashion and art volumes.
Finally, the Milanese Ciroclo outpost is no less lavish, fitted with a distinctive listening room — expect lots of retro pop songs — and attractions like a Guccified cafe.
All the shops offer retail experiences, too. Customers can peruse the "Gucci 100" collection, a range of ready-to-wear, footwear, and accessories designed in honor of the house's 100th anniversary.
And of course, the label's legendary "Aria" collection — famously "hacked" by Balenciaga — will also be on display.
2021 has been quite the year for Gucci. The house hasn't shied away from launching multiple centenary celebrations, including Gucci Vault — an online concept store offering archival pieces — and a Hot Wheels collaboration, a collectible model of Gucci's co-designed Cadillac Seville from 1979.
The Italian house has more than just its anniversary to celebrate: in September, Gucci Osteria da Massimo Bottura — a restaurant atop Gucci's Rodeo Drive store — was awarded a Michelin star. Later this month, the eatery will open a location in Tokyo.
Clearly, Gucci is having a red-letter year. Next up for the house: on November 2, Michele will host an in-person runway show in Los Angeles, the first time the label has shown a collection in the U.S. in six years.
