January 14, 2025 |
This winter, when you walk down London’s New Bond Street, surrounded by luxury boutiques and highbrow punters with a surplus of shopping bags, you’ll come across a show-stopping sight. Riddled with mirrored shelves, books, statues and other eclectic bric-a-brac, it’s Gucci’s new window concept, and like an optical illusion, it’s nothing short of mesmerising. Dubbed Endless Narratives, the installation turns mirrored bookcases into reflective worlds, with each shelf acting as a chapter and every object inviting limitless interpretations through its endless reflections. “More than a display,” according to the house, “it is a journey into a kaleidoscope of culture, where books, artefacts, and treasures converge across time, branching from past to present to future.”
Coalescing the house’s heritage with its penchant for innovation to pen “endless narratives”, the display places replicas of Gucci’s archival bookends beside Jackie bags and alabaster statues on glass pedestals. Meanwhile the mirrored shelves, like portals to another universe, invite passersby to lean in close, to reflect and to uncover new perspectives.
London
Endless Narratives also features a special collaboration with the Italian artist Luca Pignatelli, who has created 80 limited-edition artworks incorporating his sugar-lift and collage techniques to transform ordinary materials into objects layered with meaning and historical depth.
Also popping up at Gucci’s Tokyo and Milan flagships, Endless Narratives extends its global reach. Adapting only slightly from city to city, with objects periodically changing alongside other showcased products and collections, it remains a dynamic and evolving experience.
Photography courtesy of Gucci.
Milan
Tokyo
