Luxury label Gucci has opened a museum that pays homage to the brand’s history and craft. The museum is located inside Florence’s 14th-century Palazzo della Mercanzia. The building’s renovation was overseen by Gucci’s Creative Director, Frida Giannini, who wanted to create a ‘sleek and streamlined space’ that would reflect the brand’s sartorial values.’

Inside are two permanent exhibitions, including the historical archive of Gucci’s prêt-à-porter collection with accessories and photographs documenting the brand’s history. The museum spans over 1715-sq-m and is divided into four thematic rooms inspired by Gucci’s motifs and symbols.

Spanning a three-storey space, the museum also houses a Gucci Caffè, a bookstore, giftshop and Icon Store that sells limited-editions products designed by Giannini. There’s also a communal ‘gathering space’ equipped with Wi-Fi.

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