Gucci To Stimulate Consumers To Open A Restaurant.

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Determined to go further on the road of innovation.

It keeps creating fresh feelings for consumers.

According to the world clothing shoes and hat net, the creative director Alessandro Michele joined Gucci and another work Gucci Garden was officially unveiled in January 9th.

The predecessor of Gucci Garden was the Palazzo della Mercanzia, which was used as the Gucci Museum in Fourteenth Century, located in the municipal square of Florence, Italy.

The renovated Gucci Museum brings together many classic collections since the founding of Gucci in 1921.

It also contains various iconic works and contemporary art introduced by Alessandro Michele recently.

It is reported that the establishment of Gucci Garden aims at deepening the core of the brand and exploring the spirit of creativity.

For the reason that the renovated museum is named Gucci Garden, Alesssandro Michele explains that the name expresses its Creative Aesthetics in nature.

Gucci Garden is divided into three parts, including boutique Gucci Store, Gucci Garden Galleria exhibition room and restaurant Gucci Osteria.

The first floor boutiques and restaurants are free open areas. Gucci Garden Galleria requires tickets to enter. The ticket price is 8 euros and the student ticket is 6 euros.

However, Gucci said that 50% of the ticket revenue will be used to subsidize the monument restoration projects in Florence. Children aged 65 and above, children under 12 years old, Gucci and Kai Yun Group employees will be free to visit.

There is no need to repeat the success of the exhibition on Gucci. (related reading: how far is Gucci from leaving the competition on the road of "exhibition"?) since the accession of Alessandro Michele, curatorial has become the customary means for Gucci to reshape its image and culture in the minds of consumers.

Gucci Garden Galleria is located on the two or three floor of the building. The first exhibition opened by the art critic and curator Maria Luisa Frisa.

To reduce the time based display mode, Maria Luisa Frisa combines exhibits with video content, and classifies different representative elements from different periods, such as red and green stripes, plant printing, slub and Renaissance, based on Gucci since its inception.

Maria Luisa Frisa says that compared with exhibitions, Gucci Garden Galleria is more like a market, with different elements combined in vivid style.

In addition, visitors can find the shadow of the brand's previous exhibitions in different exhibition halls.

For example, there will be "Gucci Ghost" graffiti in the Guccification unit. Gucci's manuscript creation last year with the Spanish artist Coco Capit N was printed on the corridor wall of Gucci Garden.

Maria Luisa Frisa also set up a small projection hall on the two floor, which can accommodate 30 spectators. The first movie will be released by ZAPRUDER filmmakers group film company's Zeus Machine/Phoenix short notice.

Gucci Store is located on the first floor of Gucci Garden, with two boutiques.

One of the boutique products, such as garments and accessories, is limited edition. It will not be sold in other stores or channels. Besides clothes and handbags, the shop also sells Gucci's new Gucci D cor home decorations series.

Another boutique sells small ornaments suitable for gifts, such as stationery, postcards, matches, canvas bags, music boxes, maps of Florence, and collection boxes with various patterns, with a variety of retro display items and decorations.

Compared with boutiques and exhibitions, the most surprising thing is that Alessandro Michele has extended its tentacles to the food industry this time.

In order to make visitors more fully aware of the essence of Gucci Garden, Gucci opened a restaurant called Gucci Osteria on the first floor, and invited Michelin 3-star Italy chef Massimo Bottura to serve as the chef, with a total of 50 seats, all of which came from Gucci D cor.

It is reported that Massimo Bottura is an old friend of Gucci Marco CEO Bizzarri.

At the opening dinner, Massimo Bottura personally explained the menu specially designed for Gucci Osteria to guests.

In order to highlight the Gucci customs in Italy, Massimo Bottura has added Parmigiano Reggiano dumplings, pork tripe bags and mushroom risotto in the menu to Italy cuisine. Each dish is priced from 20 to 30 euros.

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Massimo Bottura stressed that Florence has a long tradition of human culture, and it is also a cultural exchange place during the Renaissance.

To highlight this concept, the top of the wall of the Gucci Osteria restaurant was branded with golden letters, the carnival ode of Canzona de Sette pianeti created by Lorenzo de 'Medici in fifteenth Century.

In 2015, Gucci's first Full-Service restaurant opened in Shanghai's iApm. At that time, some people thought that the restaurant would be able to take up another form of offline store function to a certain extent, and become another form of pformation of brand store.

It is noteworthy that Gucci's parent company Kai Yun group is not the only luxury group to test the water and gourmet industry. Its competitor, the world's largest luxury goods group LVMH, announced at the end of last year that it will open second branches of its La grocery store Grande Epicerie in Paris.

Tiffany's&Co, the US luxury jewelry brand, also opened Blue Box Cafe at the flagship store in Fifth Avenue, New York, last November 10th. The new creative director, Reed Krakoff, said the cafe will provide consumers with a new luxury experience and a new window for the brand.

The French luxury brand Chanel launched last year to promote its brand new lip gloss Rouge Coco Gloss, which is also presented in the form of Coco Cafe.

In addition, luxury fashion brands such as Armani, Burberry and Ralph Lauren have opened brand cafes and bars in the past few years.

Some analysts have pointed out that luxury brands involved in the field of food is the result of changes in the industry. The entire luxury industry is now targeting the millennial generation with strong consumption potential.

According to the observation, the restaurants, cafes or bars owned by the brands have one thing in common, that is, the price of the meal is 29 dollars, 39 dollars and 49 dollars, including the service charge and the tax, respectively, compared to the brand products, such as the lunch and afternoon tea set in the Tiffany cafe.

Lower prices further reduce the threshold for the millennial generation or younger generation Z to reach luxury fashion brands.

At the same time, the restaurant or cafe set up by luxury brands has a very clear brand style in the decoration style. From interior design to tableware display, while enhancing brand image, Millennial consumers are more willing to share on Instagram and other photo social platforms.

Fabrizio Pini, a professor and co director of international luxury management at MIP Politecnico business school in Milan, said that behind luxury brand restaurants is actually a change in demand from wealthy consumers to fashion seeking.

However, Bernstein analyst Mario Ortelli stressed that luxury brands must be very careful when they open restaurants or cafes, and the food and furnishings and services provided must match the brand level, otherwise they will destroy the good shape of the brand in the consumer.

Obviously, the barriers between high fashion and high quality food have been broken, and when people's consumption habits move to the mobile terminal, opening restaurants seems to be the best bridge for luxury brands to return to the line and close the relationship with consumers.

Thanks to the series of creative digital marketing of Alessandro Michele, Gucci has been developing performance myths in the past few years.

According to the data, Gucci sales increased by 49.4% in the third quarter of last year, reaching 1 billion 550 million euros.

In the first half of last year, sales surged 43.4% to 2 billion 832 million euros, and there is no suspense that it will enter the 5 billion euro club for the first time.

Some analysts pointed out that Alessandro Michele and Marco Bizzarri, a trump card combination, resolutely abandoning the brand heritage and accepting new things without hesitation, are becoming more and more brands to follow the way of operation.

More interesting reports, please pay attention to the world clothing shoes and hats net.