April 2022

I love different museums, galleries, exhibitions, etc. There are the places which tell us about the history and culture. Recently, I had a chance to visit a special exhibition of Gucci in Seoul. The exhibition's name was Gucci Garden. Archetypes. 

The exhibition was free of charge. Everyone who wanted to visit it should have to make an online reservation or come and wait in the queue. I tried to make an online reservation but I failed it because when I tried to do it, all spots were already reserved.

I was expecting at least a 2-hour queue, but I waited just for an hour. 

I have a lot of pictures and videos from that exhibition, and I will try to make a video maybe later. I have to edit it and combine some files. And I am not sure if I can share all photos here, I have more than 100 photos on my phone now. And each photo is unique. I already deleted all unnecessary photos.

Let's get in...

What is Gucci Archetypes

Within the Gucci Garden in Florence is a garden of archetypes—an immersive and multi-sensory space that explores the campaigns of the House from the last six years and the creative manifesto of Alessandro Michele.

Gucci Garden. Archetypes Exhibition

The whole exhibition is divided into 12 rooms. I will briefly tell you about a couple of these rooms and show you the photos.

At the entrance, visitors are welcomed by the first room, which is called a control room, with 30 monitors that show images from the campaigns presented in the rooms to come.

Then you enter the Gucci Bloom room. That room looks like a real garden. 

“I thought it was interesting to accompany people in these first six years of adventure, inviting them to cross the imaginary, the narrative, the unexpected, the glitter. So, I created a playground of emotions that are the same as in the campaigns, because they are the most explicit journey into my imagery,” says Alessandro Michele.

The next room - Cruise 2016 The Dionysus Dance - is a dance room decorated with many mirrors and screens. That campaign was with a spirit of lightness and playfulness. Gucci Cruise 2016 came alive in the sumptuous tooms of a breathtakingly restored 16th-century mansion surrounding a 13th-century fortified tower, at the top of a hill overlooking Florence.

Room #4: Pre-Fall 2018 Dans Les Rues. Gucci took to the streets for Pre-Fall 2018, with restless youth running amok in a 50-th anniversary homage to the student upsprings of May 68.

"Gucci is a party and everyone is invited," says Harmony Korine 

Room #7 Cruise 2019 Gucci Gothic is a room with a long corridor on both sides of which are screens. Gucci Cruise 2019 campaign continued Gucci's penchant for depicting humankind in harmony with the natural world, as well as its prosperity for grand, mythological scenes.

Room #8 is an installation view of the recreated set of the FW 2018 Gucci Collectors campaign. Here are 182 vintage cuckoo clocks, 1,354 mounted butterflies, 200 Gucci Marmont bags, and hundreds of stuffed toys.

The next room is Gucci Hallucinations and it is a result of the work by Spanish artist Ignasi Monreal. He spent 866 hours pulling away from the non-existent parts of the physical world. His paintings tell the story of Gucci's 2018 Spring/Summer series.

The SS 2020 of Course a horse campaign took the synergy between human and horse to unprecedented heights, with a whimsical portrayal of people and their equine campaigns going about a sun-drenched Los Angeles day. And it was represented in room #10.

We are almost at the finish line. Only 2 rooms left. But they are really unique. Room #11 shows an FW 2019 Pret-a-Porter campaign with its exquisitely detailed evocation of a magical era and its unusually earnest tone. 

In the last room, we can find an installation of the subway station where a woman is going to take the train. The woman stands here now but looks to the future. It is an FW 2015 Urban Romanticism campaign which reflects the contemporary. 

Exhibition store

There is no exhibition without a store. It is a very small store where visitors can buy eco-bags, notebooks, or other small but pricy stuff with a Gucci logo.

I really enjoyed that exhibition. I am not a big fan of luxury brands and stuff, but I am always interested in the company's history or culture. It helps better understand them, and the culture of that time.