Gucci opens pop-up apartment at Milan Design Week

5 years ago
1 minutes

Fashion powerhouse Gucci has debuted a two-storey boutique pop-up apartment as part of the inaugural Milan Design Week.


The overarching theme of the living and dining areas in this home — more is more. As such, the decadent interiors have been decked out in Gucci’s Décor collection of furniture, furnishings and decorated items designed by Alessandro Michele, originally introduced in 2017.

From boldly patterned wallpaper and floral upholstery to layered carpets and overladen dinner tables, the collection is a lesson in decadent maximalism. If a lesser designer tried this, it would look clashing and garish but Michele has pulled off the look seamlessly.


Centuries-old Italian porcelain manufacturer, Richard Ginori — now an integral part of Gucci Décor — has crafted and curated the dinner sets, teapots and serving dishes on display in the pop-up apartment. In the dining room, these are gorgeously displayed in a wall-to-wall cabinet, against a striking wallpaper of similar tonality.


Alongside the snake, tiger and bee motifs now synonymous with the Gucci aesthetic, the collection features ‘Urtica Ferox’ (a species of nettle) and star eye graphics lending a tropical jungle vibe to the items.


Visitors can use Gucci’s augmented reality app to see items from the collection in their own homes. They can also navigate locations on a map to see what the furniture would look like at famous sights connected to the historic apartment, such as Piazza del Duomo and Piazza degli Affari.

The apartment is located at Via San Spirito and will remain open until June.


Image source: Gucci