The Archetypes exhibition celebrates Gucci's 100th anniversary.

Celebrating its 100th anniversary, Gucci has been hosting a series of spectacular campaigns and shows over the past few months. These include the launch of the Gucci x The North Face collection, the widely publicized Beloved campaign with James Corden, and the unveiling of the Aria collection in collaboration with Balenciaga. The Archetypes multimedia exhibition is the latest addition to the series of events celebrating Gucci's centenary.

The Archetypes exhibition took place at the Gucci Garden in Florence, Italy. The Gucci Garden houses Gucci's works, from collections originating in Florentine in 1921 to modern collections. The fashion house stated that the name Gucci Garden is aesthetically pleasing and also connects with the natural world.

The exhibition recreates 15 unique advertising campaigns under Creative Director Alessandro Michele over the past six years. Each virtual reality room evokes a campaign, creating a sense of a new world. From there, viewers can freely explore the endless inspiration in music, art, travel, and popular culture—the very things that have made the Italian fashion house so famous.

Gucci Archetypes recreate bold and meaningful campaigns.

The entrance to the Gucci Archetypes exhibition is a staircase with unique, intricately hand-painted graffiti on both walls. This is a nod to Alessandro Michele's Pre-Fall 2018 collection.Gucci in Streets.

His Pre-Fall 2018 collection pays homage to the historic riots in Paris in May 1968. This event held great significance for France in terms of economic recovery and post-World War II reforms.

In another room, the exhibition takes viewers to a multi-screen display. This room recreates the Gucci Beauty lipstick campaign from May 2019, promoting three lipstick lines. The campaign's model was punk singer Dani Miller. Instead of a traditional approach, Gucci deliberately included a close-up image of Dani Miller's gap-toothed, yellowed teeth on the poster. Through this, the fashion house conveyed the message: even with unsightly teeth, you can still wear lipstick beautifully.

Celebrating the culture and aesthetics of Italian fashion houses.

Alongside this are a series of other memorable and meaningful campaigns from the Italian fashion house. All of this creates a dazzling and nostalgic atmosphere. You'll encounter Gucci's outstanding collections, such as the 2017 collection. The space is set against a backdrop of the glamorous, colorful disco dance floor often seen in Berlin nightclubs of the 1980s. Visual technology allows viewers to admire the artwork while simultaneously listening to the music. Guided signs are placed throughout the room, helping them immerse themselves in the emotionally charged experience.

Beyond its significance, the Gucci Archetypes exhibition boasts a lavish production. For example, the room recreating the Autumn/Winter 2016 campaign features 150,000 sparkling sequins. Additionally, there are 110 aristocratic French wigs from the 16th-18th centuries, 1,400 butterflies, 182 cuckoo clocks, and thousands of other exquisitely and beautifully displayed miniature details.

Where can I see the Gucci Archetypes exhibition?

The Archetypes exhibition opens on May 18th. The event runs for two weeks. You can also view the works online atThisGucci has created a virtual version of the Archetypes exhibition with interactive online features similar to the real-life version.

Gucci's next collection will be showcased in Los Angeles, USA on November 3rd, marking Gucci's return to the US after six years. November 3rd also marks the 10th annual LACMA Art + Film Gala, sponsored by Gucci. This is the premiere of the biographical film House of Gucci, a meaningful conclusion to Gucci's celebratory birthday year.

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