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House of Gucci

The brand’s museum in the heart of Florence.

The Gucci story begins with Guccio Gucci, a Florentine immigrant in London who saw the potential of luggage as a status symbol while he was working as a porter at the Savoy Hotel. On his return to Italy, Gucci opened up shop in 1921 on Via della Vigna Nuova in Florence. Ninety years later, the company built its own cultural institution—a museum, arranged thematically to allow the pleasure of dipping into displays of Gucci craftsmanship: valises; Flora flower prints scattered over purses and Richard Ginori tableware; and even a 1979 Gucci Cadillac Seville. The museum, housed in a 14th-century building in Piazza della Signoria, honours the company’s heritage, and is designed for Florentines and tourists alike to revel in GG.