Images Courtesy of Gucci
To celebrate the brand's 100th anniversary, Gucci will hold the exhibition "Gucci Garden Archetypes" in Tennoz, Tokyo from September 23 to October 31, 2021. The exhibition reflects Creative Director Alessandro Michele's vision, aesthetics, and inclusive philosophy through Gucci's advertising campaigns to date.

Archetypes are a word that describes archetypes, or entities that serve as the source of various images, and Gucci's advertising campaigns are truly archetypes of the Gucci world. The exhibition takes visitors on an epic journey through Alessandro Michele's kaleidoscopic vision, featuring space explorers, aliens, horses, and angels in settings ranging from Tokyo to Los Angeles to the May 1968 Paris uprising. It also delves into the world of Gucci's advertising campaigns, which draw on a variety of inspirations, including music, art, travel, and pop culture. "I thought it would be fun to invite people into this six-year adventure, to join me on a journey through fantasy, stories, surprises, and sparkle. So I decided to create an immersive play space where people can feel immersed in the world of the advertising campaigns, because they are the clearest embodiment of my imagery," says exhibition curator Alessandro Michele.

Images Courtesy of Gucci
The exhibition combines cutting-edge technology, meticulous craftsmanship, and innovative interior design to create multiple spaces, each offering a unique and immersive experience. The studio responsible for the spatial design, Archivio Personale, has translated Alessandro Michele's vision into a narrative space, evocatively expressing his distinctive aesthetic. Upon entering the venue, visitors first encounter a control room, seemingly behind the scenes of the exhibition, where footage of Michele's previous advertising campaigns is projected on multiple screens. The venue is divided into numerous themed rooms connected by corridors, recreating the diverse and fascinating world of Gucci's advertising campaigns.

Images Courtesy of Gucci
In the Gucci Beauty room, countless multi-screens are screened, showcasing the advertising campaign for the lipstick collection, proclaimed "for the bold, the radiant, the beautiful." The smiling face of punk singer Dani Miller, who is said to have redefined the beauty standards of the cosmetics industry, is projected from various angles, mesmerizing viewers.

Images Courtesy of Gucci
The Gucci Bloom room is a floral paradise, richly scented and like a hidden imaginary garden for the campaign's three stars: actress Dakota Johnson, feminist artist and photographer Petra Collins, and actress, model and transwoman Hari Nef. Charismatic and unconventional, these three individuals articulate Alessandro Michele's new, inclusive vision of modern femininity.

Images Courtesy of Gucci
The advertising campaign for the Pre-Fall 2018 collection paid homage to the young people who took part in the May 68 uprising in Paris, which marked the 50th anniversary of that year, and the graffiti painted at the venue created an atmosphere of remembrance.

Images Courtesy of Gucci
In a room featuring the Spring/Summer 2018 collection advertising campaign, images by artist Ignasi Monreal, known for his meticulous expression, are presented as giant wall art covering the walls and ceiling.

Images Courtesy of Gucci
Images Courtesy of Gucci
In the advertising campaign room for the Fall/Winter 2016 collection, which headed to Tokyo, tens of thousands of sequins covered the walls, creating an image of Tokyo dazzling even at night. In the advertising campaign room for the Fall/Winter 2017 collection, which headed to space, The campaign room is set in a natural history museum-style diorama showcasing space creatures, aliens and explorers.

Images Courtesy of Gucci
The Fall/Winter 2018 advertising campaign room depicts the world of an obsessive collector, with floor-to-ceiling shelving and countless cases filled with collectibles such as butterflies, cuckoo clocks, colorful stuffed animals and Gucci GG Marmont bags.

Images Courtesy of Gucci
Images Courtesy of Gucci
You can also go behind the scenes of a 1980s nightclub bathroom, featured in the Berlin-set Spring/Summer 2016 advertising campaign, or the opulent Modernist villa where the "Party of the Century" took place in the Cruise 2020 advertising campaign.

Images Courtesy of Gucci
Continuing further into the maze-like space, you can even take the Los Angeles subway back in time to Alessandro Michele's first advertising campaign, the Fall/Winter 2015 collection.

The press preview for the "Gucci Garden Archetypes" exhibition attracted many celebrities, including Juri Ueno, Mari Natsuki, Tadanobu Asano, Riisa Naka, MIYAVI, Ayaka Miyoshi, Rikito Itagaki, SHUZO, Soe Yoshii, and Genki Iwahashi, who experienced the immersive space as if they were immersed in the world of Alessandro Michele's advertising campaign.

#GucciGarden


GUCCI GARDEN ARCHETYPES
Venue: B&C HALL・E HALL 2-1-3 Higashishinagawa, Shinagawa-ku, Tokyo
Dates: Thursday, September 23, 2021 (national holiday) – Sunday, October 31
Time: 11:00 – 20:00 (until 21:00 on Fridays, Saturdays, and the day before holidays) *Last admission 30 minutes before closing
Admission: Free, advance reservation required. Advance reservations are accepted via the official Gucci LINE account.

*Depending on future circumstances, this may be subject to change without prior notice. For the latest information on this exhibition, please contact Gucci Japan Client Service (0120-99-2177, reception hours 10:00-21:00). Please note that we may limit the number of visitors during peak periods.
*To ensure the safety of visitors, thorough infection control measures will be implemented at this exhibition venue.


GUCCI
Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. Celebrating its 100th anniversary, under Creative Director Alessandro Michele and President and CEO Marco Bizzarri, the brand is committed to its mission of "redefining luxury" and will continue to move forward into the next era with creativity, innovation, and Italian craftsmanship at its core. Gucci is a core brand of Kering, a global luxury group. Kering owns and supports the development of renowned brands in fashion, leather goods, watches, and jewelry. For more information, please visit www.gucci.com.

●Reader Inquiries
Gucci Japan Client Service 0120-99-2177
www.gucci.com



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