Gucci Circolo has opened in Milan

After the Stationery and the Vault project at the Arco della Pace, Gucci presents a new temporary space in Milan, in the heart of Monte Napoleone, in Palazzo Gallarati Scotti: Gucci Circolo. The new brand experience debuts today in Milan and will last until November, but will soon arrive in London and Berlin, and is dedicated to exploring the brand's new Aria collection. After passing the black curtains of the entrance, crossing rooms and corridors, you meet the Gucci 100 celebratory collection, dedicated to the centenary of the brand, which starts an exhibition whose ending is The Hacker Project co-signed by Demna Gvasalia of Balenciaga.

The highlights of this dreamlike journey are the Listening Room, where there is a collection of vinyls by singers close to the brand, such as Harry Styles, Florence Welch, Elton John and Achille Lauro, where it will be possible to download a playlist created ad hoc by the brand. In the same room there will also be a photo booth that produces animated photographs with psychedelic backgrounds with the brand's logo that will be possible to share on social media and Gucci Arcade video games.

The journey continues through a faithful reproduction of the Gucci Aria catwalk that will leave room for the Screening Lounge, an area dedicated to talks and meetings for the brand's community – a tribute to the original owner of the building, the noble Tommaso Fulco Gallarati Scotti who over the years fed a circle of intellectuals and writers inside. Finally, the route ends with a tea room in which a living room immersed in an artificial garden and surrounded by mannequins wearing the looks of the Aria collection.