the super exclusive shop in Los Angeles

TO Los Angelesin one of the most famous shopping streets in the world and precisely on the main corner of Melrose Place, inaugurates the new Gucci Salon. An ivy-covered building that for years was occupied by the Marc Jacobs store is now dominated by a huge Gucci billboard, visible to all but accessible to few. It is in fact a exclusive place, an intimate store that offers, by appointment only, a private experience not only of shopping but of a 360-degree exploration of the unique creativity of the House of Gucci. The name chosen for this new project – which will also land a New York, Paris, Milan, London, Dubai, Hong Kong, Shanghai, Taipei and Tokyo – in fact refers to the salons from the 18th century, which during the Renaissance and the Medici court were understood as “laboratories of ideas”, a gathering of interesting people with a passion for beauty.

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“The salons have generated a sense of community, discussion and shared enjoyment of the finer things in life, new trends and ideas. The concept of Gucci Salon is therefore the ultimate playground for our community to explore the most extraordinary possibilities of Gucci’s Italian craftsmanship and to interact with us creatively“said Marco Bizzarri, president and CEO of Gucci, as reported by WWD. The salons aim to showcase the highest product and craftsmanship, including made-to-order collections for men and women, accessories, luggage, decorations, along with fine jewelry and watches, offering the customer a super personalized experience rare and exclusive vintage pieces which have been restored by Gucci craftsmen as well as the latest dresses worn by stars on the red carpetlike the custom dress in silver crystal and sequins worn by Jessica Chastain at the last Academy Awards.

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If the exterior is simple but luxurious, entirely covered in ivy and surrounded by windows so customers can see out, the interior was created by the award-winning Hollywood production designer and longtime production designer of the Gucci campaign, Gideon Bridgewho has worked with the brand since the days of Tom Ford and designed films such as ‘American Psycho’ and ‘Buffalo 66’.

Staged with antique and contemporary pieces, the Salon evokes an old Hollywood movie set with mirrored columns, proscenium-like curtains, chandeliers, and a theatrical-looking dressing room with red and purple velvet striped walls and mirrored lights. Only a few will be able to enjoy so much beauty, however, because the pieces kept inside this fashion casket range from 40,000 euros up to dizzying figures, around 3 million euros. Gucci’s attention to wealthier buyers is part of the turnaround strategy of the Kering group after sales fell by 14% in the last months of 2022, to further elevate the Gucci product and relaunch itself especially in the United States. Not only that, but behind the idea of ​​the Gucci Salons lies a historic project that already belonged to the son of the founder, Aldo Gucci, who in 1977 had inaugurated an ultra-luxurious space called Gucci Galleria above the Beverly Hills boutique.