Since its debut in 2017 Gucci décor interior collection has been – with its colorful and bold signature style – the epitome of the fashion house atmosphere. In occasion of Salone di Milano 2019 a new Gucci pop-up apartment store was launched, and visitors have the possibility until this June to visit the 2,691 square feet of the temporary store. Located on Via Santo Spirito, in Milan, the two-stories boutique displays completely realistic settings, curated by the capable hands of Alessandro Michele, who designed the furniture and decorative piece collection. Aren’t you curious to know more about the NEW GUCCI POP-UP APARTMENT STORE? Keep reading!

While entering the showroom seems like being in a real apartment, where every accessories and detail are a constant reminder of the Gucci brand: from patterns to codes, to dinnerplate, blankets, screen, candles, chairs, wallpaper, and cushions. Every décor element features the House motif, pattern, and prints and can be seen in the various rooms, a salon, a dining room, and multiple lounge areas.

The first collection had been created as a rediscovery and enhancement of craftsmanship and artisanal skill; in fact, it acquired the historic porcelain manufacturer Richard Ginori: the company – founded in 1735 – had some economical problem and the support of Gucci had been the right kind of revival for a company that had been under the artistic guidance of Gio Ponti from 1923 to 1933.

The Gucci décor porcelain collection is being produced by Ginori and is one of the common decorative elements of the NEW GUCCI POP-UP APARTMENT STORE: in the first floor the displayed organized set is a pleasure for the eyes, with a green and white floral decoration that complements the floral decoration of the wallpaper. Candle holders, trays and ashtrays carry the typical Star Eye pattern decoration with a flora and fauna motif that can be constantly found in the entire pop-up store.

Other appliances are metal folding tables and low stools: velvet and jacquard fabrics are set to be found everywhere, with cushions shaped like a cat’s head, an owl, a bee and a butterfly and tapestries and blankets in tartan and GG pattern are hanging from the walls.

Embroidered symbols and logos are the main decoration theme while popping bright colors give the NEW GUCCI POP-UP APARTMENT STORE an extravagant and bold look, reflected in the eccentric elements that seem to follow the visitors during the two-floor tour.

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