Gucci Cosmos opens in London

The most celebrated products released in Gucci's 102-year history take center stage in Gucci Cosmos, the traveling exhibition that moves from Shanghai to London, specifically at 180 Studios, 180 The Strand where it will open on October 11th and remain open until December 31st. London is not a destination chosen randomly: the brand is deeply connected to the UK city as Guccio Gucci, in 1897, had his first job as a bellboy and lift boy at the Savoy Hotel in London, located just 500 meters from the exhibition venue. Among the stops on the Gucci Cosmos journey is a reproduction of the Savoy's lobby, from the iconic black and white marble floor to the elegant lamps and luxurious furnishings. Conceived and created by the renowned British artist Es Devlin and curated by Maria Luisa Frisa, an Italian fashion scholar and critic, the Gucci Cosmos journey that traverses Gucci's past, present, and future moves through a series of worlds that bring together treasures from the Gucci Archive, the creative hub of the Maison's teams, located within Palazzo Settimanni in Florence. Each world illustrates a different aspect of Gucci, the core principles that have driven the company since its inception in 1921, and its ever-relevant sources of inspiration and creativity, from the nascent ambitions of its founder, Guccio Gucci, to the pioneering spirit of his sons Aldo and Rodolfo, to the fervent power of imagination of more recent creative directors: Tom Ford, Frida Giannini, Alessandro Michele, and now Sabato De Sarno.

In addition to the aforementioned reproduction of the Savoy Hotel, the immersive experience of Gucci Cosmos includes other stops that reference the brand's history and heritage. One example is Zoetrope, a space set up with screens featuring evocative video footage aimed at telling the story of the equestrian world's impact on the Gucci universe. There is also Carousel, where 25 mannequins, dressed in Gucci garments from the 1970s to the present day, slowly parade like models on a continuous moving runway, accompanied by the sound of sewing machines and atelier noises. Each mannequin wears a complete look from the brand belonging to a different season: it's a creative way of narrating the ongoing creative conversation the Maison continues to have with its values, heritage, and modernity. Lastly, with Gucci Ancora, visitors enter a room directly inspired by the debut collection and runway show of Creative Director Sabato De Sarno for the Maison. Decorated entirely in the new and exclusive shade of Ancora Red. Gucci Cosmos is the experiential embodiment of Gucci's soul, from its origins in 19th-century London to its birth in Florence and rapid expansion worldwide. It is a tribute to the most iconic models, symbols, and products of the Maison, as well as to the exceptional talent of its designers and craftsmen.