Okay, we’ve got to talk about last night’s Gucci show in Milan. And not so much about Demna Gvasalia‘s hotly anticipated S/S 2027 Collection – which was actually quite good, if you ask us – and the frenetic media and celebrity hoopla around it, but about the show setting itself. Staged at Gate 11, on the premises of a large exhibition hall in the city’s Portello district, Gvasalia called the event The Store Show for a legit reason, revealing his vision on retail design for the iconic Florentine fashion house with a series of immersive faux store settings for the show and its audience. The chosen aesthetic is rooted in Gucci‘s unapologetically bourgeois-chic legacy, featuring an infusion of marble, dark timber, bas-reliefs, and for the sake of irreverance, just a whiff of Brutalism. The show setting seems evident of Gvasalia settling in and getting to grips with building up a fresh identity for the storied brand. As early as next month, set elements seen at the show are to appear at select Gucci stores across the planet. © superfuture