On the occasion of Milan Design Week, the luxury label unveils a unique concept store dedicated to its very first lifestyle collection. Visiting this stationary shop feels like entering Hogwarts or a mysterious fairy tale. Plus, the new products share a nice sustainable approach.
Alice in Wonderland meets Hogwarts in the new „Gucci Cartoleria“ in Milan. This enchanted stationary shop in Via Manzoni shows magical flying notebooks, pencils in the form of flowers and cases behaving like frogs. Even a small flat for mice – decorated with tiny Gucci furniture – can be found there.
The Gucci Cartoleria
Driven by Alessandro Michele, the label’s artistic director since 2015, the “Gucci Cartoleria” space is meant to pay homage to traditional Italian stationery shops. Launched in pop-up mode, it unveils a preview of accessories and small objects imagined by the house: notebooks, pencils, kits, dice or card games.
life”. In keeping with the “curiosity rooms” inspiration that underlies the entire Gucci Lifestyle collection, Creative Director Alessandro Michele conceived the Gucci Stationery Store as both a traditional store and a fairy-tale hideaway: each corner conceals a spell to be discovered that transforms it into a place to be explored and investigated. Those who enter will come across flying notebooks, chess sets that play themselves, bewitched items, endless bookcases, and micro-apartments for mice furnished by Gucci. The Lifestyle collection will also be on sale from September 10th in select Gucci stores and on Gucci.com.
Sustainability and Gucci
Everything comes with Gucci’s distinct branding and much of the materials are Gucci’s ‘Demetra™’ textile, developed by the house’s own technicians and artisans, who created used it with the same process for tanning with animal-free raw materials that are from renewable and plant-based sources. A good start for such a big fashion house to start the sustainable movement.
This surreal pop-up-store will be open until 17th of September during Milan Design Week. The products are available in Gucci.com from the 10th of September.
Credits: Creative Director: Alessandro Michele
Art Director, Photographer & Video Director: Max Siedentopf