Living in Florence feels like being part of a painting every day. But there’s one place in this city that stands out to me – not because of its size, nor the number of tourists it attracts, but because of a certain kind of elegance that reveals itself only after multiple visits. This place is the Gucci Garden, and I return every year. Not just to admire fashion. Not just to look around. But to be inspired.
Gucci opened this unique museum-boutique-restaurant hybrid in 2018, nestled in the corner of Piazza della Signoria, within the historic Palazzo della Mercanzia.
The choice of location was no accident. This palace was once the seat of the city’s guilds and merchants – especially those in the textile trade – a trade that played a crucial role in Florence’s rise as a commercial hub in Europe. This historical context is the perfect backdrop for a brand like Gucci, born from Florentine craftsmanship. Guccio Gucci originally crafted suitcases and leather goods – roots that are still visible in the design DNA today.
When people think of Florence, they often think of the Duomo, Ponte Vecchio, or the Uffizi Gallery. Understandably so. But for me, the Gucci Garden delivers just as much cultural and aesthetic wonder – in a different dimension. The museum, tucked away on the side of the bustling Piazza, may seem modest from the outside, but stepping through its doors feels like entering another world.
The Gucci story began here, in Florence. Guccio Gucci opened his first store in this very city in 1921. And although the brand has since become a global icon, to me, it has always remained deeply Florentine. Every time I walk through the museum’s arches, I’m reminded that this is more than a fashion house – it’s a local story. The story of a Florentine boy who learned style in London and Paris, and came home to create something extraordinary: what we now know as Gucci.
The Gucci Garden’s exhibitions are not typical museum displays. They feel like a dreamlike mosaic, where clothes, objects, materials, and colors seem to come alive for a moment. You can almost hear the whisper of silk, feel the softness of fine leather, and sense the craftsmanship behind each design.
And what I love most: it’s never the same. It doesn’t matter if I visited last year – the experience is never repeated. There’s always something new. A different light on the pieces, a fresh narrative behind the showcase. That’s why I never grow tired of returning.
Around Christmas, I always give in to a little indulgence. Not a handbag or scarf – but the Gucci panettone. A small luxury you simply shouldn’t miss. Its box alone is a work of art, and inside is a panettone unlike any supermarket version. A unique flavor, perfect texture. At home, we enjoy it with a glass of prosecco or a strong macchiato – and in every slice, I can taste the Gucci story. I can taste Florence.
Since 2018, the Gucci Garden has been operating in this enchanting space, and I’ve returned every year since. It’s not just the design that captivates me—it’s the entire atmosphere. A world that is part museum, part boutique, part immersive experience. Here, fashion truly becomes art, set against the backdrop of Florence’s timeless heritage and contemporary flair.
Milan may be the fashion capital—but to me, Florence is where the soul of fashion lives. And the Gucci Garden embodies exactly that: the meeting point of past and present, a celebration of beauty, and a constant renewal of creativity. Here, every detail matters. You don’t just look at fashion—you feel it.