IN CONJUNCTION with Milano Design Week, Gucci have opened a temporary store in Via Manzoni 19, Milan that brings together the heritage of the fashion house with the beauty of interior design.
Enriched with the unexpected, a special “cabinet of curiosities” encapsulates the mantra to the Gucci Lifestyle collection.
Allowing guests to expect the unexpected with flying notebooks across the room, chess sets that play themselves and endless bookcases, a special magic has been injected to this design week.
“When I was a child, going to the stationary store and finding pencils, pens, notebooks, games, meant bringing a dream into my daily routine”, reflects Gucci’s Creative Director Alessandro Michele. “For this reason, presenting the Gucci Lifestyle collection in Milan through the Gucci Cartoleria is a sort of consecration, a tribute that was right for me to pay.”
And in true Gucci style, no collection is left without a spectacular campaign. Photographed by Max Siedentopf in Castello Sonnino in Tuscany, the sixteenth century castle built by the Medici family becomes the perfect backdrop to this enchanting side to the Gucci brand.
Echoing the same magic that the store is oozing, an Alice in Wonderland inspired series of photographs showcases pyjamas, pillows, slippers as well as pencil cases, stationary and boardgames.
by Imogen Clark
Gucci Cartoleria is open until September 17 in Milan