In an exciting fusion of tradition and contemporary flair, Gucci is set to unveil “Design Ancora” at their prestigious Via Montenapoleone flagship store, timed perfectly with Milan Design Week 2024. This ambitious initiative, running from April 15th to 21st, marks a significant moment for Gucci’s Creative Director, Sabato De Sarno, offering him a unique platform to explore and redefine what iconicity means today. By weaving together the enduring influence of Italy’s design heritage with modern interpretations, De Sarno aims to celebrate the timeless appeal and global impact of Italian craftsmanship and innovation.
“Design Ancora” emerges as a thoughtful homage to Italy’s golden era of design, a period renowned for its unparalleled contribution to the arts through both mastery in craftsmanship and the elegance of serial reproduction. This special project will bring to the fore a curated collection of five objects, each a symbol of Italy’s rich cultural legacy and, more specifically, Milan’s unique identity. These pieces are carefully chosen to embody the spirit of contemporaneity, challenging and expanding the boundaries of their iconic status.
Further enriching this project, the collaboration with architect Guillermo Santomà introduces an international perspective to the initiative. Santomà, known for his innovative and boundary-pushing designs, will be transforming the presentation space into an immersive experience that not only showcases these iconic objects but also tells the broader story of their significance in today’s context. Following their debut at Milan Design Week, these exclusive items will be available for purchase on Gucci’s website, making them accessible to a global audience.
Gucci’s “Design Ancora” stands as a testament to the brand’s ongoing commitment to blending heritage with innovation. Under De Sarno’s creative direction, Gucci continues to push the envelope, celebrating the brand’s rich history while steering it towards new, uncharted territories. This initiative not only highlights Gucci’s reverence for Italian design history but also showcases their role in shaping the future of global fashion and design aesthetics. As the world looks towards Milan this April, Gucci is poised to redefine the essence of iconicity, bridging past and present with elegance and foresight.
