Corner installation of small screens playing archival Gucci campaign videos and stills, mounted on a blue perforated metal panel tangled with black cables, including a "GUCCI" title card and an escalator scene

Two vintage computer monitors on a blue-lit desk against a perforated blue wall, one showing a Gucci title card over a model’s face, the other a close-up of an open mouth

Tall glass vitrine displaying rows of Gucci GG Marmont shoulder bags in a rainbow of colors and materials

Detail of a wall covered with mounted butterfly specimens in a grid of display cases, in varied colors and species

Tall wall covered in dozens of antique cuckoo clocks of varying sizes hung closely together

View down a corridor lined with mirrored, sequined panels leading to an illuminated decoration truck, with campaign screens mounted on either side

Front view of a customized, illuminated Japanese decoration truck covered in neon signage and chrome lights, with two campaign photographs mounted on stands beside it

Sculptural mannequin installation of disembodied limbs, gloves, boots and accessories including a long braid of hair, branching from a central tripod stand against a magenta wall, with two campaign video screens

Wall of stacked small video screens showing close-up campaign stills, including a red-lipped "GUCCI" title screen and an extreme close-up of teeth and mouth

Detail of a wall covered with close-up campaign photographs of mouths, lips and faces arranged in a tight grid

Doorway covered in colorful hand-painted graffiti-style text and French slogans ("L'amour c'est tout", "Et pourquoi pas?") opening into a similarly painted room

Close-up detail of hand-painted graffiti text reading "Vivre au présent" over a pink and blue painted background

Surreal diorama scene with costumed figures — a gorilla suit, a figure in a Gucci coat, an alien — beside a UFO and a roaring animatronic dinosaur against a desert backdrop

Floral installation with a vintage floral-upholstered sofa set among dense arrangements of artificial flowers and dried grasses

Immersive room wallpapered floor-to-ceiling with reproductions of Renaissance-style paintings reimagined with Gucci clothing and accessories, leading through a curtained doorway

Two mannequins dressed in colorful Gucci floral-print suit and embroidered gown standing in a pink tiled restroom setting with a red sink

Close-up of two pairs of feet in Gucci shoes — a black loafer with a pearl heel, red platform sandals — visible beneath a red bathroom stall partition

Red Gucci fedora hat with a black band and gold "G" buckle displayed among glassware and stacked white plates

Close-up of a green hard-shell Gucci-branded case with gold hardware

Mannequin dressed in a metallic bronze Gucci dress with a blue bow, standing inside an installation styled as a train car interior with orange fold-down seats and a window view of railway tracks at sunset

Two large Gucci campaign posters on a wall — one black-and-white showing three models in tailored suits, the other showing two models in masked, sequined outfits — with a figure walking toward an open doorway showing a city high-rise outside

Gucci Garden Archetypes

グッチガーデンアーキタイプ

Tokyo

東京

Exhibition Design

展示デザイン

Archivio Personale

Creative Director

クリエイティブ・ディレクター

Alessandro Michele

Created to mark Gucci's centenary, Gucci Garden Archetypes revisited the advertising campaigns conceived during Alessandro Michele's tenure as Creative Director.

Designed by Italian studio Archivio Personale, the exhibition translated imagery from the campaigns into a sequence of immersive installations, moving between reconstructed urban settings, historical references and imagined worlds. First presented in Florence in 2021, the exhibition subsequently travelled internationally, including to Tokyo.

グッチ創設100周年を記念して制作された「Gucci Garden Archetypes」は、アレッサンドロ・ミケーレのクリエイティブ・ディレクションのもとで展開された広告キャンペーンを振り返る展覧会です。

イタリアのデザインスタジオ、Archivio Personaleが空間デザインを手がけ、キャンペーンのイメージを没入型のインスタレーションとして展開。再構成された都市空間や歴史的なモチーフ、想像上の世界を巡るように構成されています。2021年にフィレンツェで初開催された後、東京を含む世界各都市を巡回しました。

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