June 8, 2026 |
Demna’s latest expression of the Gucci story, comes in the form of Gucci Storia, an immersive exhibition, housed within the 14th Century walls of the Gucci Palazzo in Florence. The building, which dates back to 1337, stands in Piazza della Signoria, a stone’s throw from the Uffizi Gallery, and is the cultural heart of the brand.
The venue first opened as a Gucci museum in 2011, under Frida Giannini. Alessandro Michele then created the conceptual Gucci Garden experience in the space in 2018, and now it is artistic director Demna’s turn to bring his unique take on Gucci’s status as a cultural icon.
With his signature creative audacity, Demna finds unique ways to tell the Gucci story. The first room, entitled, ‘The Thread of Time,’ is lined with large-scale, Renaissance-style allegorical tapestries depicting the Gucci story. These story-telling tableaus were first unveiled during Design Week in Milan in April. Founder Guccio Gucci’s early years in London at The Savoy hotel are depicted (his experience handling luggage as a porter and elevator operator inspired him to set up his own luggage brand 105 years ago).
Successive creative eras are also shown. Tom Ford is represented by Madonna pictured in the blue satin shirt and velvet trousers that she wore to that year’s MTV Video Music Awards in 1995. This was the look that spawned the ’90s Gucci revival and subsequent fashion frenzy. Alessandro Michele is shown in heroic mode, riding on a horse. Demna is depicted pinning the hem of a red coat – his first design for the house.
Visitors then move to ‘La Galleria’, a room set up like a classic portrait gallery, with silk lined walls, hung with the Catherine Opie portraits from Demna’s debut collection, La Famiglia which was unveiled in September 2025. The next room, titled ‘Archive’ features historic bags and objects from Gucci’s past, including a GG golf bag, Gucci tennis racquets, lamps, a dog bed, ashtrays and even handcuffs.
A highlight is Demna’s curation of the Gucci catwalk back catalogue, showcasing Tom Ford’s famous Madonna look, well as a maximalist floral suit and feather trimmed gown by Alessandro Michele and a striking black snake-skin skirt suit by Frida Giannini. There’s a cinema room showing The Tiger – the mini movie starring Demi Moore which introduced Demna’s era at the brand. The exhibition moves through a recreation of Maurizio Gucci’s walnut lined office (the last of his family to head the house, he was murdered on the steps of his Milan office by a hitman hired by his ex-wife) into a room showcasing early examples Gucci loafers, tennis shoes and the Bamboo and Jackie bags. Linking its artisan culture to modernity, a table of craft implements leads to a high-tech robot, (just like the ones used in Gucci’s factories) stress testing bags and leathers.
All good museums have a gift shop and at Gucci Palazzo, there’s a Gucci boutique offering exclusive pieces, plus a book shop selling art and culture publications well as Osteria da Massimo Bottura – a Michelin-starred restaurant – and Gucci Giardino – an all-day café and cocktail bar – nearby in the square. Make a day of it.
Gucci Storia is now open to the public at Palazzo Gucci, Piazza della Signoria 10, 50122, Florence, Italy.
Photography courtesy of Gucci.
