Gucci opening a temporary décor store for Milan Design Week

Gucci Decor line is available on its online store. (Instagram picture)

The Italian brand has announced that it will be launching a temporary décor boutique during the upcoming Salone del Mobile in Milan – which runs from April 9 to 14.

Located in the city’s Via Santo Spirito, the boutique showcases Gucci’s latest collection of housewares including furniture, porcelain, dinnerware and antiques.

Spanning two levels, the space is decorated with the brand’s signature patterns and prints – imagined by Gucci’s creative director Alessandro Michele. Floral motifs are particularly prevalent on chaise lounges, dinner plates and velvet chairs.

To complement the opulence of the homeware collection, the store includes a marble fireplace and coffered ceiling, “lending the feel of a grand home.”

The new collection features several porcelain items, ranging from candle holders to ashtrays and heart-shaped boxes. The pieces were produced by the Florentine company Richard Ginori, which was acquired by Gucci in 2013.

In addition to the release of new items from the Décor collection, Gucci has created a new app feature that enables users to see how the pieces would look in their own houses.

To further align with the Salone del Mobile, the Gucci app will allow users to virtually explore 16 historic sites in Milan, including Piazza del Duomo, Biblioteca Pinacoteca Accademia Ambrosiana and Piazza Affari. As they pass by the locations, a notification will appear on their screen and a Gucci Décor item appears as a virtual oversized sculpture.

The temporary Gucci store in Milan will run from April 9 through June.

Launched in 2017, the Décor collection is available online on the brand’s webstore: www.gucci.com.