An iconic landmark of the house, Palazzo Gucci is a beacon for the luxury fashion archive in Florence, Italy. The city’s many museums define its reputation, and its role as Gucci’s birthplace cements its status as fashionably iconic. For over 15 years, the Palazzo has represented the Italian fashion house, first inaugurated to mark the house’s 90th anniversary. Now, the space has seen a renewal in its vision and direction. Artistic Director Demna has reinterpreted the space, continuing the house’s historic dialogue with a new exhibition, “Gucci Storia.”

‘Gucci Storia’ Exhibition in Florence, Courtesy of Gucci

Sitting within the historic Palazzo della Mercanzia, Demna’s new exhibition challenges the principles at the core of a museum. Through a variety of textiles, he weaves the story of Gucci’s identity, lineage, craft, and innovation. Spanning the second floor (nine rooms), from cinema screening suites to interactive real-world interiors, each installation and space offers its own distinctive atmosphere. Meanwhile, the ground floor hosts a boutique, the all-day café and cocktail bar, Gucci Giardino, sits nearby.

In the exhibition’s first room, titled “The Thread of Time,” curators line the walls with Renaissance-inspired tapestries. The works retell the house’s 105-year history—from Guccio’s beginnings as a porter to today’s Demna, who is currently shaping Gucci’s future.

Some rooms are filled with familiar paintings, including “La Galleria,” which features portraits from Demna’s debut. However, others take a more experimental turn. La Manifattura presents a laboratory-like display spotlighting robotic arms testing material durability, a testament to the innovation of Gucci’s ArtLab.

The ‘Gucci Storia’ Exhibition is open to the public beginning April 27 at Palazzo Gucci in Florence, Italy.