Celebrating its 70th anniversary, the original Gucci Rome boutique at the foot of the Spanish Steps on via Condotti presented its new store concept earlier this year. The houses’ Creative Director Frida Giannini designed an exclusive design concept, amplifying the luxuriousness in the Gucci store environments and to create an aesthetic, which is complementary to the vision of the brand today. The concept is a modern architectural statement that references the iconic Gucci materials and elements of stores from the past.

Giannini’s concept, which employs warmth and light to spectacular effects, has codified retail spaces and paves the way for Gucci’s 21st century look. Given the historical relevancy of this particular location, several original aspects of the store’s aesthetic vocabulary have been retained and highlighted. With its curved gold and beveled glass walls, the new entrance replicates the famous door of the Dolce Vita era of the 20th century. Inside, art deco glass and gold plate lamp shades, inspired by the original fittings, have been re-produced by artisan craftsmen, while an 18th century vaulted ceiling has been newly revealed on the ground floor. Signature Gucci materials such as dark rosewood and marble dominate the store’s aesthetic, however, the entire space has been transformed by Giannini’s introduction of natural light through the open windows which allow for views both inside and out. A roster of new materials such as beveled glass, polished gold, smoked mirror and smoked glass, recall the elegance and richness of the Art Deco era and also afford the space incredible warmth and a striking graphic quality.

Geometric lines, including stylized characterizations of Gucci’s signature web striping, define the internal space: smoked mirror and smoked bronze glass alternate to allow for an elongated perspective, door handles are comprised of alternating gold and glass vertical stripes, the floor is covered in white marble that is cut with a wide dark grey marble strip that runs underfoot, up the wall and on the ceiling overhead.

Bronze glass with a striped cross section and cracked lacquer are used on shelving and display cases. Walls, covered in both bronze glass and bronze mirror, contribute to the warmth and richness of the environment. The Gucci crest has been included in the design as a symbolic reference to Gucci’s past.

The store features a series of compartmentalized areas which contribute to a feeling of cozy exclusivity. The first floor, dedicated to Gucci’s wide selection of accessories and small leather goods also features a separate Heritage room and video display, an ode to Gucci’s rich leather goods history. The first of its kind, this brand new space will house the newly launched Heritage collection and will function much like a revolving exhibition, offering a rotation of limited edition accessories and specially designed pieces which reflect Gucci’s masterful leather goods experience. Archive pieces will also be on display to showcase Gucci’s tradition of craftsmanship, as well as its history of luxury. In addition to the Heritage collection, the Rome boutique will also offer a selection of exclusive products unique to its location.

In order to create two entirely separate environments, the menswear department is housed on the ground floor and can be accessed via a dedicated entrance. The feel of the menswear area is club-like, outfitted in its own color scheme of dark charcoals. A signature diamond patterned grey and black carpet off sets custom made furniture in chocolate leather and velvet. Suiting, ready to wear, made to measure are grouped together, while men’s shoes, ties, sunglasses and belts are on a floor beneath.

The womenswear area is located above the accessories in the newly opened first floor. It features a light grey palette that is distinctively softer, the walls are covered in lush fabric, while a custom made GG gold screen and gold ribbing accents the walls. In addition to ready to wear and shoes, the women’s floor also features a separate section dedicated to evening wear.

Functioning much like a boutique within a boutique, the jewelry area houses exquisite and precious fine jewelry. Employing the brand’s signature horsebit iconography the Gucci jewelry pieces are a spectacular option for sophisticated tastemakers.

Customers will receive an unparalleled and luxurious combination of personal service and attention to detail, elevating the shopping at Gucci to a veritable selling ceremony. The store showcases carefully conceived details, such as Guccissima leather change trays, credit card folios, shoehorns and poles designed for the salesperson to theatrically reach the handbags from the handbag display, which is signature to Gucci stores past and present.

In what will become a new Gucci signature, handbags will be presented with a flourish on special leather roll out pads inspired by those originally used at Gucci’s first store in Florence. Gucci robes monogrammed with the original Guccio Gucci’s script signature are both elegant and comfortable and will be at the customers’ disposal in the changing rooms.

Gucci
Via Condotti, 8
Roma