#GucciCircolo: the brand experience for 100 years of Gucci

In the ancient and prestigious Palazzo Gallarati Scotti in Milan, in the central Via Borgospesso, the florentine house has created the "Gucci Circolo Milano", a place where fashion, music and art meet. The club was opened on the occasion of the 100th anniversary of the birth of the Gucci brand, based on an idea of Alessandro Michele.

The Club is a showcase for Gucci's latest celebratory collection, in which Alessandro Michele was inspired by music.

The unique pieces of the collection are printed with verses of music and it is no coincidence that the Gucci Aria advertising campaign featured the participation of the famous Italian band Måneskin.

In the newly inaugurated Gucci Circolo there is a listening lounge full of vinyls, where guests can take a sound journey, download the playlist created for the centenary of the fashion house, but also test themselves in a game with the Gucci Arcade video games.

Amidst neon lights and cameras, visitors can experience the thrill of walking the runway of the Aria fashion show. In addition, for a few moments of relaxation, guests have access to a tea room decorated in perfect Gucci style.

The club is open Monday through Friday, from 10:15 a.m. to 7 p.m., on both Saturday and Sunday. It offers guests the opportunity to embark on a journey through a series of experiential rooms and exhibition halls. Simply enter and follow the storytelling guided by the artistic narrative, starting with the chapters of the Aria collection that begins with "Gucci 100" and ending with the last chapter "The Hacker Project", with reference to the synergy established between Alessandro Michele and Demna Gvasalia, creative director of Balenciaga, in which there are elements that inspired the designers to create the Aria collection.