Gucci has been celebrating its 100th anniversary with a series of high-profile campaigns and shows over the past several months. These include the launch of the Gucci x The North Face collection, the Beloved campaign that took over social media with James Corden, and the Aria collection presentation in collaboration with Balenciaga. The Archetypes multimedia exhibition is the latest addition to the series of events celebrating Gucci's 100th anniversary.
The Archetypes exhibition takes place at Gucci Garden in Florence, Italy. Gucci Garden is home to Gucci's work. From the collections that originated in Florentine in 1921 to the modern collections. The fashion house said the name Gucci Garden is highly aesthetic, but also connected to the natural world.
Creative Director Alessandro Michele and the entrance to the Gucci Archetypes exhibition
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, the audience can freely explore the endless inspiration in music, art, travel and popular culture. These are the things that have created a resonance for the Italian fashion house.
Gucci Archetypes reimagines bold, meaningful campaigns
The entrance to the Gucci Archetypes exhibition is a staircase with unique hand-drawn graffiti on both sides of the wall. This is a reference to Alessandro Michele's Pre-Fall 2018 collection calledGucci Dans Les Rues.
Entrance to the Gucci Archetypes exhibition
His Pre-Fall 2018 collection paid homage to the historic riots in Paris in May 1968. The event had great significance for France in terms of economic recovery and reform after World War II.
The room recreates the Gucci Beauty lipstick campaign May 2019
In another room, the exhibition takes visitors to a multi-screen room. The room recreates the Gucci Beauty lipstick campaign of May 2019, promoting three lipstick lines. The model for the campaign is punk singer Dani Miller. Instead of following the traditional method, Gucci deliberately put a close-up image of Dani Miller's yellow, spaced teeth on the poster. Through this, the fashion house spread the message: even if you have ugly teeth, you can still wear lipstick beautifully.
Honoring Italian fashion culture and aesthetics
Alongside this is a series of other memorable and meaningful campaigns by the Italian fashion house. All of this creates a shimmering, nostalgic space. You will encounter Gucci's outstanding collections such as the 2017 collection. The colorful disco space often appeared in Berlin nightclubs in the 80s. Visual technology allows viewers to admire the work and listen to the sound at the same time. Guide boards are placed around the room, helping them immerse themselves in the emotional experience.
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Not only meaningful, the Gucci Archetypes exhibition is also invested in grandly. For example, in the room recreating the Fall Winter 2016 campaign, there are 150,000 sparkling sequins. In addition, there are 110 French aristocratic wigs from the 16th-18th centuries, 1,400 butterflies, or 182 cuckoo clocks and thousands of other small details delicately and beautifully arranged.
Where to see the Gucci Archetypes exhibition?
The Archetypes exhibition opens on May 18. The event runs for two weeks. You can also view the works online atThis. Gucci has created a virtual version of the Archetypes exhibition with the same interactive online features as the real thing.
Gucci's next collection will be shown in Los Angeles, USA on November 3, marking Gucci's return to the US after 6 years. November 3 will also be the 10th LACMA Art + Film Gala sponsored by Gucci. This is the time of the release of the biographical film House of Gucci, a meaningful end to Gucci's jubilant birthday year.
