GUCCI PRESENTS NEW STORE WINDOW CONCEPT ‘ENDLESS NARRATIVES’

words NIA TOPALOVA

The House of Gucci presents 'Endless Narratives' - a new conceptual vision celebrating the brand's legacy, combining commitment to innovation while preserving heritage. Gucci boutiques around the globe transform their windows into endless mirrored libraries filled with treasures, books and artefacts, miniature sculptures and replicas of Gucci’s archival bookends – all next to Sabato De Sarno’s recent collections. The combination of lighting and mirrors visually expand the space, inviting visitors to immerse themselves in the experience.

As creative director, De Sarno aims to preserve Gucci’s rich history, exploring historical and architectural references that align perfectly with the display’s focus on timelessness and evolution, embodying the creativity at the heart of Gucci. His approach is interpreting past elements through contemporary lens, mainly focusing on the idea of evolution. The open-ended dialogue between past, present and future is presented in the new display, suggesting that the House's story is indeed not linear.

The concept also features Luca Pignatelli’s limited-edition of eighty artworks. Pignatelli is an Italian painter based in Milan, known for creating universal images, portraying ancient and modern artefacts and figurative signs that document ancient civilisations and industrial progress. For the Endless Narratives concept, Pignatelli uses a technique of sugar lift and collage, transforming ordinary materials into object of profound meaning, inviting endless interpretations  

The new window concept is currently installed in London, Tokyo and Milan and will continue to adapt across boutiques around the world.