Gucci have opened its first pop-up in London’s East End.
Situated in a building designed by Sir David Adjaye on Shoreditch’s Chance Street, the multidisciplinary location offers the chance to experience the house’s collections and events in chic surroundings originally designed as a private home and studio for artists.
The experiences kick off with the ‘Gucci100’ collection, which celebrates the house’s centenary with a showcase of Alessandro Michele’s ready-to-wear collections, footwear and accessories. The colourful pieces make a bold foil for elegant interior design encompassing dark wood-panelled walls and Gucci’s ‘Glade Print’ wallpaper. A bespoke book store, curated by publisher Idea, makes a comfortable spot from which to browse a rare collection of fashion, art and photography tomes.
The bookshop will also be home to limited-edition Gucci books including Beaten & Blown By The Wind, a special collaboration between American photographer Bruce Gilden and creative director Michele, featuring street portraits and imagery of the Pre-Fall 2020 collection shot in Rome. Another highlight is Dapper Dan’s Harlem, dedicated to the fashion designer, haberdasher and friend and partner of Gucci; the book follows filmmaker and photographer Ari Marcopoulos’ journey through Dapper Dan’s home of Harlem, with both original images shot on location and portraits of friends. Finally, we are invited to go behind Martin Parr’s ironic lens with World (The Price of Love), which juxtaposes Gucci-adorned models against the sunbathers and passers-by of Cannes.
The multi-sensory experience continues in the listening lounge, where guests are invited to select music from a diverse pick of artists – including Phoebe Bridgers, Celeste, Nick Cave, Iggy Pop and St Vincent – before picking up a coffee at the Gucci Café.
On 15 November 2021, the space’s function will change again, with the launch of the Hacker Project collection, where guests will be invited to discover the Gucci/Balenciaga pieces and take a deep dive into the brands’ mutual ‘contamination’.
