Gucci Unveils Renovated New York Store, Launches Global Operations

Milan — Gucci launches a series of initiatives, events, acquisitions and activations around the world to mark the arrival of Creative Director Sabato di Sarno's Gucci Ancora debut collection in stores.

Celebrations will kick off at the newly renovated Gucci store at 63 Wooster Street in Soho, with a party Saturday during New York Fashion Week.

„Located in the heartbeat of New York City, the recently renovated Gucci Wooster Street boutique is a symbol of our enduring connection to the city that first welcomed Gucci in 1953. Gucci's debut US store was located at Fifth Avenue and 58th Street. Since then, we have established numerous stores throughout the city,” said the President and Chief CEO Jean-Francois Palus told WWD.

The executive underlined that the New York store was one of the first to introduce the Spring 2024 collection to the US.

Palus said, “As a landmark in the Soho neighborhood it confirms our connection to the vibrant spirit of the area, renowned for its artistic expression, while on the other hand, the renovated store now reinforces the timeless values ​​of Italian beauty and craftsmanship.”

He mentioned the renovation of the Gucci store on Milan's Via Montenapoleone, which pays tribute to Italian craftsmanship, art and design. Through a showcase of modern and contemporary artworks. This unique fusion of contemporary design, fashion and art underlines our commitment to cross-disciplinary exploration within our stores.

He concluded by highlighting Gucci's „unwavering commitment to being a brand that is forever evolving within the dynamic intersections of fashion, art and culture”.

The one-level, 10,000-square-foot Wooster Street location spans an entire block from Wooster Street to West Broadway, maintaining the 155-year-old building's original tin roof, cast-iron columns and exposed brick walls. A former pencil factory. Compared to when Gucci first opened the site in 2018, the renovation brings a more open and airy feel to the space, which has an unobstructed view from one end of the store to the other, making it perfect for parties and events. The interiors feature a selection of iconic Italian designs from Cassina, B&B and Minotti.

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Through a fast-paced, two-month process that began last December, the space was modernized with cement and glass gaslines, brushed metal cabinets, an LED screen and nine-foot-tall glass shelves. A platform window display is set beyond the Wooster Street entrance in Di Sarno's „Rosso Ancora” colour. The rooms are set behind a lacquered wall in the same Rosso Ancora. A large lime green area rug has plenty of seating for Italian lime green furniture.

Entering from Wooster Street, the women's collection is on the right, the men's on the left. Shop-exclusive products including ready-to-wear, handbags and shoes are sprinkled throughout and identified by a lime green detail. This includes an acid green variant of the Jackie Note bag.

The Wooster store is one of three Gucci units that showcase art, along with the London and Milan stores, and features works by American and international artists who focus mainly on video art. Pieces on display include Larry Bell's refined glass sculptures, Dazu Park sculptures that explore technology and digital symbolism, and Lucio Fontana's painting with perforated holes for a multidimensional, cosmic effect. Exhibitions are curated by Trolls Plasmo.

Inside the Gucci SoHo store.

George Cincy/WWD

The store continues to house the Gucci Wooster bookstore managed by Dashwood Books, which has also been renovated. The selection of books includes many out-of-print topics including contemporary art and photography.

The bookstore has its own address and dedicated entrance at 375 West Broadway, and in conjunction with the launch of the spring collection, the bookstore will display the book „Gucci Prospective 1: Milano Ancora.” Sarno's artistic vision.

Gucci still store

Gucci Wooster Bookstore.

George Cincy/WWD

As part of the initiative, Gucci created a custom Ancora Airstream decorated with Rosso Ancora tulip flower arrangements, which delivers hot drinks around New York City.

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In addition, Gucci partnered with key New York destinations including Sant Ambroeus, Jean's and Nine Orchard to invite guests to collect limited-edition Ancora postcards featuring designs from the spring 2024 campaign.

Palus said these are just part of Gucci's „global exclusive presentations” as the brand's stores around the world will „feature immersive art installations, live performances, unique animations and bespoke customer initiatives”.

In China, Shanghai (Zhang Yuan), Chengdu (Taikou Li and SKP), Shenzhen (Shenzhen Bay MixC) and Beijing (Sanlitun South and SKP) will feature an extensive line-up of events from March 11 to 17, with each venue exhibiting. Spring 2024 collection.

Each city has since 2014 Solomon R. in New York. The Guggenheim Museum will recreate an art exhibition created by X Zhu-Nowell, Artistic Director and Curator of RAM (Rockbund Art Museum).

There will be musical experiences and specially designed lounge areas will provide a place to unwind and nurture a sense of community.

A new edition of the first volume of the Gucci Prospective dedicated to Shanghai, “Gucci Prospective: Shanghai Ancora”, will be displayed in interactive displays. Additionally, in Shanghai, Gucci will take over a district-wide street lined with local shops, cafes, and bookstores, with building facades featuring Rosso Ancora.

Gucci Soho Store

Inside Gucci's Soho store.

George Cincy/WWD

Interactive kiosks and displays will include the “Gucci Prospective 1: Milano Ancora” module. Each of Gucci's collections will feature prospective releases. Stefano Colicelli Cacol, director of the Luigi Beggi Center for Contemporary Art in Prato and former curator of the Rome Quadrennial, explains the vision for the first chapter of A Love Letter to Milan.

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In Hong Kong, K11 Musea Promenade will set the stage for the presentation of the collection with a display of language artworks by Stiles, the artist-poet and AI researcher.

In February and March, Gucci Ancora will land in Taipei, Seoul and Tokyo with events open to the public. Local operations will be held in major cities across Europe, the Americas and South Asia Pacific.

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