The first Gucci Salon in the world has been established by the Italian luxury brand Gucci, part of the Kering group. The space, which used to be the Marc Jacobs store at 8400 Melrose Avenue, is well-known for its completely covered facade of plants. Last June, the company and Adidas together opened a pop-up store. It is not open to the public and will only be available to high-end clients by appointment only.
“Each global Gucci Salon destination is a true one-off, devised as a transformative, creative space with an atmosphere tailored to each locale” said Gucci. “Disrupting the conventional language and experience of a boutique, each Gucci Salon proposes a personal universe, offering intimacy and discretion, for clientele invited by appointment. It is a space for creative conversation, for exploration and indulgence.”
The salon was created as a cosy space with award-winning set and production designer Gideon Ponte, a long-time Gucci collaborator, and is inspired by Hollywood history and the first Gucci boutique to open in Los Angeles in 1968 on Rodeo Drive.
Crystal chandeliers, mirrored columns and window niches, draped drapes like a proscenium, and jewel-colored embellishments in fabrics and lacquer finishes imitate the priceless things stored within, underscoring the location’s rich history and recalling various ages and versions of Hollywood. Each changing area is reminiscent of the scenery on movie sets and the private spaces used by famous actors.
“In anticipation of the needs of Gucci’s clientele, the space offers endless opportunities for reinvention,” says the brand. “Dynamic and reactive, no fittings are anchored – free-standing cabinetry and specially-curated furniture permit the space to be redefined, truly tailored to every personality. This is a gateway to the creative exchange at the heart of every Gucci Salon, a place for ideas to be explored, for dreams to become realities.”
In addition to the customisation and personalization possibilities available, the Gucci Salon on Melrose Place will provide regularly changing collections of goods especially created for each location. These products will be given to clients through unique events and will only be available once. In light of this, every aspect of the client experience—from the Gucci Salon settings to the customer’s interactions with Gucci professionals who cater to their individual needs—will be totally distinctive.
Throughout 2023, iconic locations such as New York, Paris, London, Milan, Dubai, Hong Kong, Shanghai, Taipei, and Tokyo will showcase specially designated spaces and floors within international Gucci boutiques, also known as Gucci Salons.
The announcement coincides with the brand’s sales declining in 2022 and its fourth-quarter revenue declining by 14 per cent. Alessandro Michele, the brand’s creative director since 2015, retired during this time and was succeeded by Sabato de Sarno.
