Gucci has announced the reopening of its flagship store in Sydney’s Westfield. Following an extensive renovation, the store now boasts an increased retail footprint spanning over 11,702 square feet across two floors and houses a wide selection of men’s and women’s ready-to- wear, handbags, shoes, accessories, watches, jewellery, eyewear, beauty and fragrances.

The boutique is also home to a joyful city exclusive, the Sydney tote. This woven bag is available in a limited run of twenty numbered pieces, personalised by a signature leather patch that represents the city in embossed metallic gold lettering. Designed to reflect famous Bondi sunsets, the tote comes in vibrant and pastel pink colours, its shape finished with double top handles and an optional shoulder strap detail.

“Australia has always been a strategic market for Gucci. The country offers our brand a very exciting proposition supported by its melting pot of cultures. We are also very proud to be collaborating with local Australian creatives to showcase their art – inspired by Gucci codes – in our newly renovated Sydney Flagship,” said Emmanuel Delrieu (Gucci, Regional President, South Asia Pacific)

With a look that invites customers to feel welcome and relaxed, the interior design is discreet. Soft elements like velvet armchairs and vintage dark wood display furniture offset harder surfaces and industrial elements, such as rivets. Contemporary luxury is suggested not only by the employment of beautiful and idiosyncratic materials, but also through a determinedly spare use of space. In keeping with the elegant and contemporary eclecticism that characterises Gucci’s collections, the store sees the combination of traditional and modern, industrial and romantic.

Contrasting merchandising elements represent different design codes, and these combine to create curiosity, inviting customers to feel like they are constantly discovering new aspects of the store. Each Gucci boutique is therefore a “cabinet of curiosities”, created to delight and inspire.

The mood within the store is one of discretion, where understated drama is created by the surprising and unexpected combination of materials. The hand-painted parquet brings decorative effects on the floors, while being harmoniously integrated with the herringbone wood flooring all around. The store also features a bespoke client space for an exclusive shopping experience, accessible by a private entrance. Designed to create a relaxing and intimate atmosphere where clients can discover new collections and enjoy a dedicated moment within the store, this room is characterized by mauve velvet upholstered walls and artisanal hand-painted herringbone wooden floor.

Juxtaposition of this sort, where opposites forge a new connection, is repeated throughout: technical, display units contrast with the softness of the rich fabrics that adorn the rooms; round tables offset rectangular ones; dark wood finishes sit next to sage green or dark grey matelassé velvets, used for upholstery and fitting rooms. Throughout the store one finds sumptuous velvet chairs, while vintage oriental rugs are layered over each other for a textured effect. The result is a space that entices, surprises and feels personal to Gucci.

To celebrate the opening, Gucci partnered with creative collective O.Z.O to promote and support the local art scene, inviting curator and artist Edward Woodley to create and present in store a sculptural work (Edward Woodley for Gucci) which combines his signature style of contrasting underlays and collages with elements borrowed from the world of the House and the codes of its Epilogue collection – including Ken Scott’s archival prints Istric and Lulude. The artist’s approach and his practice is furtherly investigated in the video installation O.Z.O featuring Edward Woodley & Max Berry for Gucci, screened in the store’s parlour.
Showcasing the symmetry between the explorative artistic process and that of fashion, the video offers a glimpse behind the scenes on the artists’ quest to express feelings and meanings through blending, mixing and drawing in an inner landscape of shapes and patterns. To discover more on the works of Sydney artist Edward Woodley and his dialogue with Gucci, a limited-edition Zine and special numbered prints will be available in store.
Source: Gucci