Presented at the Chiostri di San Simpliciano during Fuorisalone 2026
Gucci Memoria at Fuorisalone 2026 in Milan presents an immersive exhibition that explores the House’s 105-year history through art, design and storytelling. During Fuorisalone 2026, the House presents Gucci Memoria, an immersive exhibition curated by Demna at Milan’s Chiostri di San Simpliciano. Conceived as a continuous narrative, the project traces the House’s 105-year history, reflecting its evolving identity while remaining anchored in its Florentine origins.
Unfolding across the cloisters, the exhibition brings together a series of installations spanning tapestries, a botanical environment inspired by the Flora motif, and interactive elements including custom-built vending machines. Together, these components form a layered scenography where different mediums come into dialogue.
At the core of Gucci Memoria is a cycle of twelve tapestries, conceived as a visual chronicle of the House. Rooted in a craft long associated with Florence, each piece translates a defining moment in Gucci’s history into a richly composed tableau. Beginning with Guccio Gucci’s formative years in London at The Savoy hotel, the series traces the founding of the first Florentine workshop, the codification of the House’s visual identity, and its expansion into an international symbol of luxury.
Subsequent scenes reflect key creative eras, from the emergence of emblematic designs such as the Jackie 1961 and Bamboo 1947 handbags to the distinct visions of successive Creative Directors, including Tom Ford, Frida Giannini, Alessandro Michele, and Sabato De Sarno. The narrative culminates in the present, with the final tapestries framing the House’s current direction under Demna—bringing the story full circle within the studio, where craft, experimentation, and collective authorship converge.
Each tapestry is articulated through shifts in composition, color, and atmosphere, moving from mythologized origins to contemporary reinterpretation. Figures, symbols, and landscapes evolve across the sequence, constructing a visual language that mirrors Gucci’s ongoing transformation.
Fuorisalone remains one of the most important events during Milan Design Week, attracting global audiences to explore leading fashion and design exhibitions. Gucci Memoria stands out as one of the key showcases for 2026.
Within the large cloister, a garden installation reimagines the House’s iconic Flora motif as a three-dimensional environment. Originally created in 1966 by Vittorio Accornero, the design, composed of flowers, berries, butterflies, and insects, required 37 distinct colours, each applied through individual printing steps, exemplifying Gucci’s approach to silk craftsmanship. Continuously reinterpreted over time, Flora here expands into an immersive landscape that extends the exhibition’s exploration of memory and reinvention.
In the smaller cloister, a series of custom vending machines introduces an interactive dimension. Dispensing canned beverages created by Gucci Giardino, the House’s all-day café and cocktail bar in Florence’s Piazza della Signoria, the installation draws on the archetypes of La Famiglia, a cast of characters that embody different facets of Gucci’s identity. Each drink, distributed at random, corresponds to a distinct persona, including Fashion Icon, Drama Queen, Super Incazzata, and Mega Pesantone.
In parallel with Gucci Memoria, a selection of handbags and accessories with the Flora motif will be introduced in Milan through a dedicated pre-launch across four Gucci stores—Via Montenapoleone, Galleria, Rinascente, and Malpensa—beginning April 16, before becoming more widely available. The selection includes the
Extending the project beyond its exhibition period, the Gucci store on Via Montenapoleone will distribute bouquets composed of blooms from the Flora installation on April 27 and 28, from 12 p.m. to 6 p.m., continuing the narrative through the reuse of its material elements. Gucci Memoria will be open to the public from April 21 to 26, 2026, from 10 a.m. to 8 p.m., at the Chiostri di San Simpliciano, Piazza Paolo VI, 6, Milan. Registration is available on Gucci.com.