Forever Now, the Gucci Museum becomes digital


The project, inspired by the “Forever Now” philosophy of creative director Frida Giannini, becomes global three years after the opening of the Gucci Museum

With the launch of the new site, the Florentine Maison makes its historical and artistic heritage accessible always and to everyone.

The virtual experience starts with a simple click, on PCs, tablets and smartphones.

There are three sections. The Archive, where you can explore permanent exhibitions of the Gucci archive and temporary exhibitions of the past, interact with photos of archival items, watch videos on iconic models of Gucci and 360-degree images of the rooms. In Gucci and art you’ll find all contemporary art exhibitions (past and present). And in the last section, The Museum, practical information on the Icon Store (dedicated to the brand’s iconic products), the Gift Shop and the Bookstore. The site is integrated with the major social channels (Facebook, Twitter, Instagram,Pinterest and YouTube ) to share the contents and the experience, and translated into eightlanguages (just like

GUCCI Museo, l'esposizioneAnd if you don’t want to give up what cannot be replaced by the digital experience, the real Museum awaits you.

It is located in Florence’s Piazza della Signoria. In the sumptuous vaults of the ancient Mercanzia Palace, in the bright of the Gucci Cafe and Restaurant, you can enjoy the best of Tuscan cuisine or have a cup of good coffee.

The ticket is 6 Euros, half of which are destined to a fund for the protection and restoration of the treasures of Florence.


Opening Hours:
Museo: Monday – Sunday, 10:00 – 20:00
Icon Store: Monday – Sunday, 10:00 – 20:00
Bookstore and Gift Shop: Monday – Sunday, 10:00 – 23:00
Caffé and Restaurant: Monday – Sunday, 10:00 – 23:00

Admission is 6 Euros with 50% of each ticket sale benefitting to help the City of Florence preserve and restore the city’s signature art treasures. The museum is open year-round, seven days a week, with closures planned only for August 15th, December 25th and January 1st.

Contact us:
[email protected]
Museo, tel: (39) 055 759233027
Icon Store, tel: (39) 055 75923825
Bookstore and Gift Shop, tel: (39) 055 75923826
Caffé and Restaurant, tel: (39) 055 75923827

GUCCI Museo, gli abiti

GUCCI Museo, le borse

GUCCI Museo, gli accessori

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