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Gucci unveils East London pop-up

The Italian luxury fashion house celebrates its 100th birthday in a big way

Gucci has opened the doors on its brand-spanking-new temporary creative space, dubbed Gucci Circolo, in Shoreditch, the heart of the diverse and magnetic East London.

The pop-up takes over the former residence of Ghanaian-British architect Sir David Adjaye OBE. But don’t worry, the building simply cannot be missed, with its iconic G logo print graffitied all over the walls, alongside the blindingly bright white lights exuding from the window frames and the Gucci name sign.

The concept is designed for visitors to enjoy a multi-sensory experience, while also being able to browse the house’s collections, including Gucci 100, Aria, the Hacker Project made with Balenciaga and the new Gucci Lifestyle collection.

Gucci Circolo boasts a collaboration with London’s cult librarians IDEA, providing a carefully curated bespoke bookstore containing rare pieces on fashion, photography, and art. The venue also introduces a listening lounge to mark its centenary, where guests can enjoy and even download a unique playlist put together by artists including Billie Eilish, Phoebe Bridgers and Arlo Parks.

Finally, at the top of the site sits a magnificent Gucci Café, where one can indeed enjoy a latte amidst Gucci-emblazoned pillows. The bistro will be dedicated to serving as the new hotspot for London’s creative communities, as Gucci Circolo continues to unfold and display new ideas, events and collections.


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This multi-dimensional experience was inspired by creative director Alessandro Michele’s vision for Aria and subsequently The Gucci 100 celebratory collection. Alessandro Michele also recently debuted his new online space, “Vault”, a site for selling Gucci’s rarest items from the 100-year archive. Of his ideas, he expressed: ‘I said to myself: “Why can’t a fashion house with a creative director also have a space for expressive, aesthetic, and social contaminations?”‘

Find out more and plan your visit here


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