By Gaia Giordani. Cover image courtesy of Gucci.
Back to Florence could be an excellent title for a new Hollywood blockbuster about Gucci. You can watch Ridley Scott’s film House of Gucci to catch up on the family feud and learn more about the brand’s Florentine heritage by reading this article, which will retrace Gucci’s journey and its strong sense of returning to its hometown, Firenze, globally known as Florence.
Gucci & Florence Connection: read here the full story!
Gucci History: A Timeline Across Decades
Gucci originates in Florence, a city renowned as the Italian capital of luxury brands and leather goods craftsmanship. Although Gucci is now a global brand owned by the global luxury company Kering, its deep-rooted connection to its birthplace is often overlooked.
The brand was established in 1921 by Guccio Gucci, who opened a leather goods shop upon returning to his hometown after a period abroad. This strong bond with Florence remains an essential part of Gucci’s history and heritage.
Let’s picture Guccio as a globetrotter who moved to London in the late 800s to immerse himself in the spirit of the jet set and the luxury luggage of high-society guests while working as a porter at The Savoy hotel.
In 1921, when he opened the first Gucci boutique on Via della Vigna Nuova, he began selling equestrian accessories and leather goods with a specific kind of customer in mind: educated, high-profile individuals who travelled the world in first class and Tuscan countryside horse owners. By combining prestigious materials with British aesthetics, Guccio Gucci established a new concept of luxury.
Florence has long been known for its high-quality craftsmanship. As a hub of art, culture, and fashion, these elements have shaped the unique local character, or “genius loci”, of the Gucci brand.
Gucci and Florence: A Century-Long Love Story
Despite the rich Florentine heritage of Gucci has diminished over time in favour of a more cosmopolitan allure, the brand still maintains a strong presence in Florence. The Gucci Palazzo, located in the central Piazza della Signoria in the historic heart of the city, serves as the brand’s home.
Here, you can explore the brand’s museum and boutique, which showcase the brand’s history and reinforce its connection to its Florentine roots. Additionally, visitors can experience the interactive museum, Gucci Visions (you can take a virtual tour here), shop at the boutique and browse a bookstore featuring a selection of fashion books.
When there, be sure to indulge in an exceptional gourmet lunch at Gucci Osteria by Massimo Bottura, a world-famous Michelin-starred chef from Modena and his guests such as Karime Lopez from Mexico and Takahiko ‘Taka’ Kondo from Japan. Afterwards, you can shop at the nearby Gucci Boutique on Via de’ Tornabuoni, the brand’s historic flagship store established in 1967.
Gucci Heritage: Past, Present and Future in Florence
Gucci values its heritage and proves it. The brand actively works to preserve significant cultural sites in Florence, such as the Uffizi Galleries and the Boboli Gardens. The brand also restored its own roots, with company offices and the Gucci ArtLab located just outside Florence. Established in 2018, the Gucci ArtLab serves as an experimental space for leather goods and footwear, located near the historic Gucci headquarters. It plays a crucial role in preserving craftsmanship and expertise.
In 2021, during Alessandro Michele’s tenure as creative director, Gucci opened the Gucci archive at Palazzo Settimanni on Via delle Caldaie in Florence. Acquired by Gucci in 1953, this location serves as a factory, laboratory and showroom. It is situated in the Santo Spirito district within the Oltrarno area, which is known for being the more vibrant hub of artisanal and artistic activity in Florence. The archive houses a wide array of dresses and accessories from the Gucci Maison.
“My job was to bring many items back home as if we were helping them return to the family. In a place where the past is seemingly preserved, it serves as a bridge to the contemporary. An ancient palace is a living entity, just like fashion,” explained Alessandro Michele.
Until now, only one Gucci collection has been presented in Florence. In 2017, Alessandro Michele chose the Palatine Gallery of Palazzo Pitti to present a Gucci Cruise collection in the rooms of the Planets, placing his creations alongside masterpieces by Raphael, Titian, and Rubens.
Last year, it was announced that Gucci would present the winter 2026 Gucci Cruise line in May with an event titled “Gucci Firenze”. Initiated by the former creative director Sabato De Sarno, the fashion show aims to reaffirm Gucci’s contemporary vision and strengthen the brand’s connection to Florence.
