Gucci Expands Universe With New ‘Archetypes’ Exhibition

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If there were ever a time that defined a pressing desire for escapism, it was most definitely 2020. And while it’s a new year now and parts of the world are crawling out of pandemic precautions by slowly reopening, the fancy to explore something out of the mundane is still vibrating. And that’s where Gucci’s new exhibit, “Archetypes”, comes in.

For its 100th birthday, the Italian house has immerse itself in a commemoration that has spanned over months – Gucci’s collaboration with North Face, its celebrity forward “Beloved” campaign, and its recent Aria collection (a strange combination of the house’s heritage motifs, Tom Ford’s Gucci era, and an unexpected crossover with Balenciaga) are a few events within its calendar. “Archetypes” at the Gucci Garden is the latest to join the celebration list.

Located in Florence, Italy “Archetypes” is the brainchild of the house’s Creative Director Alessandro Michele and his nonconformist, whimsical, and retro visions. The multi-sensory exhibit is a “physical” manifestation of 15 of Michele’s Gucci campaigns. With each virtual room there’s a new world to uncover both visually and audibly (an audio guide on each room accompanies each campaign).

The ’70s technicolor lighting of “Soul Scene” taps into Pre-Fall 2017; the collaged wall mural found in “#GucciHallucination” references the works of artist Ignasi Monreal and Spring/Summer 2018; a mock train that passes through Los Angeles scenery in “Urban Romanticism” analyzes transportation; “#GucciandBeyond” pays homage to 1960s and 1970s sci-films; and “Tokyo Lights”, which is inspired by Fall/Winter 2016, dispenses viewers in a world of light synonymous with the Japanese city. In a press conference, Michele described the experiential exhibit as a “playground of emotions” and revealed that his campaigns were the core because “they are the most explicit journey into [his] imagery”.

The party doesn’t stop here. It was also announced that Gucci’s next collection will be shown in Los Angeles on November 3, a notable American return that comes six years after Michele’s Cruise collection showing in New York City. The date coincides with the 10th LACMA Art+Film Gala, which will be sponsored by Gucci this year. It’s also the same month that House of Gucci is set to release, pretty much closing a year of what looks like a Gucci extravaganza.

“Archetypes” can be found on the virtual first and second floors of the Gucci Garden and will be available for viewing for two weeks starting on May 17.

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createdAt:Mon, 17 May 2021 14:21:47 +0000
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