GUCCI TURNS FLOWERS INTO MILAN DESIGN WEEK’S MOST DESIRED SOUVENIR

Gucci transformed Milan Design Week with Gucci Memoria, an immersive exhibition curated by Demna Gvasalia at the Chiostri di San Simpliciano, where a flower-filled garden became part of the experience.

But the moment everyone wanted came after: those same flowers were turned into bouquets and gifted at the Via Monte Napoleone store, bringing a piece of the installation directly into people’s hands.

Because when Gucci creates an experience, it doesn’t end in the space; it becomes something you can take with you.