A new step in high fashion

In 2011, the Gucci Museo opened in the historic Florentine palazzo, which dates back to 1337 and sits between the famous Piazza della Signoria, home of the Uffizi Gallery, and Piazza di San Firenze. Now the Italian label has taken the concept of the conventional museum and reimagined it as a living, collaborative and creative space in which to express the evolving aesthetic and philosophy of the House. Therefore, instead of simply displaying a permanent collection of historic pieces, the Gucci Garden tells the story of the House by colliding past with present. Clothing, accessories, video installations, artworks, documents and artefacts are displayed over the two floors of the Gucci Garden Galleria, organised by themes. Michelin-star chef Massimo Bottura has been invited to open an intimate restaurant on the ground floor, the Gucci Osteria. Against this backdrop, After Hrs speaks to industry experts if they see fine dining a new step in fashion.

IT IS ABOUT DISCOVERY

Businesswoman Roohi Jaikishan says, “The Gucci Garden is all about discovery, the juxtaposition between objects, archival designs, fashion and art. People can come and see things that they might not normally look at. As with Alessandro Michele, the past reveals so much of the present. Museums have always had restaurants and cafes, looking at works of art or fashion archives that have transcended time remind of you of what beauty human beings are capable of, it inspires you to push your own limits and what better place to be than the restaurant at the Gucci Museo with Massimo Bottura’s art on a plate, a sensational and sensory experience indeed.”

REMINISCENT OF CORSO COMO

Businesswoman Kalyani Saha opines, “This concept of food reminds me of 10 Corso Como in Milan, which was started by Carla Sozzani, sister of the late Franca Sozzani , editor of Italian Vogue. Lunching and shopping is quite the norm and it’s clever to have it available in the same space so as to keep the house look and feel together, intact. It’s all about branding too, honestly, but catering to a discerning clientele as well. The concept is lovely and Gucci is doing revolutionary make overs in a time where there is so much happening and yet standing out, which I admire. Homeware is an important part of the fashion space too. Dior has homeware, which is also present in all events for sit down dinners especially which has the crockery and cutlery of the House.”

CREATING AN EXPERIENCE

Designer Varun Bahl feels that today, fashion, art, decor and food are all interconnected; it’s not about a standalone product. “It’s about creating an experiential for the customer who craves for luxe and bespoke experiences. Definitely, today it’s really important to understand that the consumer wants a 360 degree experience and not a stand-alone one,” says he.  

A HIT WITH FASHION CROWD

Designer Sanchita Ajjampur observes that whilst there might be a movement towards a more casual approach to eating out such as food trucks, outdoor markets or trendy pop-up restaurants in ‘secret’ locations, she believes a classic, fine dining always has had, and will have, its place and be an ‘experience’ to savour and look forward to.

“This concept has already been proven with a number of designers, the most successful perhaps by Alan Ducasse at Beige in Tokyo. Housed in the prestigious Chanel building in the Ginza district, it opened its doors in 2004 and is still in demand. Not exactly fine dining, but a hit with the fashion crowd descending onto Milan for show season is Bar Luce within the Prada Foundation which was co-designed by Hollywood director Wes Anderson.”