Gucci Museo opening, Florence
Our journey begins at Milan Centrale, where we board the Gucci ’fashion express’. This is possibly the chicest train ticket there has ever been
(Image credit: press)

What better way to get fashion types on the Gucci bandwagon than to invite them on a private train to Florence. Indeed creative director Frida Giannini was using her typical prescience when she chartered a 'fashion express' to collect guests - including Wallpaper's special projects director, Nick Vinson - at Milan Central in honour of the house's 90th anniversary. The destination: the new Gucci Museo, launching tomorrow in the 14th-century Palazzo della Mercanzia.

A fleet of Bentleys transported the fashion pack from Santa Maria Novella station to Florence's Piazza Signoria, where the Museo waited to receive its first visitors since the Florentine brand conceived of the project (the palazzo used to serve as the Gucci HQ until Giannini relocated the team to Rome; in Tom Ford's time they were in London's Mayfair).

The company's in-house architecture team, responsible for retail design, did a brilliant job with the museum interior, no easy task when you're dealing with such an old structure. Guests were invited to explore the three-storey space, though the highlight was the ground-floor Travel room, displaying not only the label's iconic luggage pieces but also a 1979 Gucci-branded Cadillac Seville, sourced from a very careful owner in Florida.

Upstairs, exhibits are dedicated to evening wear, handbags, rare valuables and florals (Gucci's Mondo Flora 'wallpaper' was a high point). And the top floor devotes itself to the company's logo, particularly the recently reissued double-G monogram.

House archivist Grazia Benneri has been beavering away for the past 15 years, amassing a collection that now runs into the thousands. Bags, shoes, luggage, jewellery, ready-to-wear, homeware and even surfboards and flippers form the Gucci archive, much of which is stored in the museo's private basement vault.

Giannini added to the collection items of inspiration: tomes made available at the ground-floor bookstore, run by Rizzoli; canvases displayed in the Contemporary Art Space; even films that will screen regularly at the in-house cinema. The absence of any reference to Ford's era at the brand (1994 to 2004) was noticeable, drawing more attention than if even a small selection of greatest hits had actually been included.

Guests were nonetheless delighted to proceed to the Palazzo Vecchio for a private dinner, followed by a performance by Blondie, featuring Debbie Harry in a platinum wig and a fierce pair of sparkly Gucci pumps.

Hundreds of Gucci gifts make the journey with us

Hundreds of Gucci gifts make the journey with us

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wrapped copies of the International Herald Tribune and embossed boxes of Gucci chocolates

... like specially wrapped copies of the International Herald Tribune and embossed boxes of Gucci chocolates, to keep us happy throughout the journey

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My fellow passengers – including one carrying Gucci’s new Smilla shoulder bag

My fellow passengers – including one carrying Gucci’s new Smilla shoulder bag – were suitably accessorised...

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... and not just the women

... and not just the women

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Porters met us at Santa Maria Novella with empty trolleys, and left laden with designer luggage.

Porters met us at Santa Maria Novella with empty trolleys, and left laden with designer luggage. The fashion pack doesn’t travel light

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this Bentley Continental Flying Spur will have to do

I would have preferred to ride in the 1979 Gucci-branded Cadillac, but I’ve been told it’s sitting in the museum. I suppose this Bentley Continental Flying Spur will have to do

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The 14th-century Palazzo della Mercanzia, now the new Gucci Museo

The 14th-century Palazzo della Mercanzia, now the new Gucci Museo

(Image credit: press)

The 1979 Gucci-logo Cadillac Seville, acquired by museum archivist Grazia Benneri from its Florida-based owner

The 1979 Gucci-logo Cadillac Seville, acquired by museum archivist Grazia Benneri from its Florida-based owner

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Hot wheels

Hot wheels

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Suede bags from the 1979s. Creative director Frida Giannini recently reintroduced the double-G logo

Suede bags from the 1979s. Creative director Frida Giannini recently reintroduced the double-G logo

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straw and leather lamp with the familiar Gucci stripes.

A 1980s Plexiglass, straw and leather lamp with the familiar Gucci stripes. Naturally the interiors room was one of my favourites

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Luggage with the now famous red and green webbing

Luggage with the now famous red and green webbing

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Mondo Flora wallpaper in the Flora World exhibit

Mondo Flora wallpaper in the Flora World exhibit

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Chic towels in the bathrooms

Chic towels in the bathrooms

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Drinks were held on the ground floor of the palazzo...

After visiting the museum, we walked the black carpet to nearby Palazzo Vecchio. Drinks were held on the ground floor of the palazzo...

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.. Then it was time for the intimate, sit-down dinner

... Then it was time for the intimate, sit-down dinner

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The frescoed ceiling in Palazzo Vecchio’s Salone dei Cinquecento dates back to the 16th century

Every now and then you had to look around (and above) you to put things into context. A 90-year-old company in Florence is rather young when you consider the surroundings. The frescoed ceiling in Palazzo Vecchio’s Salone dei Cinquecento dates back to the 16th century

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Frida Giannini introduced Blondie, featuring Debbie Harry, now carrying her sparkly Gucci pumps

To conclude the evening, Frida Giannini introduced Blondie, featuring Debbie Harry, now carrying her sparkly Gucci pumps

(Image credit: press)

An exterior view of the Palazzo della Mercanzia

An exterior view of the Palazzo della Mercanzia

(Image credit: Courtesy: Richard Bryant & Gucci)

The three-storey museum features thousands of pieces from the Gucci archives

The three-storey museum features thousands of pieces from the Gucci archives, together with other highlights such as a café, bookshop and contemporary art space

(Image credit: Courtesy: Richard Bryant & Gucci)

The Flora World exhibit, displaying vintage Gucci wallpapers and tea sets alongside the mannequins

The Flora World exhibit, displaying vintage Gucci wallpapers and tea sets alongside the mannequins

(Image credit: Courtesy: Richard Bryant & Gucci)

The Logomania exhibit, on the second floor of the museum

The Logomania exhibit, on the second floor of the museum

(Image credit: Courtesy: Richard Bryant & Gucci)

The bookstore at Gucci Museo, managed in conjunction with Rizzoli

The bookstore at Gucci Museo, managed in conjunction with Rizzoli

(Image credit: Courtesy: Richard Bryant & Gucci)

The interiors were retrofitted by Gucci’s in-house architecture team

The interiors were retrofitted by Gucci’s in-house architecture team, which is responsible for all the label’s stores

(Image credit: Courtesy: Richard Bryant & Gucci)

All Along Forever’ that cast an atmospheric splash of colour over the Gucci Museo’s windows

Conceptual lighting artist Mario Nanni joined in the commemorations for Gucci’s 90th anniversary, creating a large-scale light poem entitled ’All Along Forever’ that cast an atmospheric splash of colour over the Gucci Museo’s windows

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Melding architecture and lighting to mind-boggling effect, Nanni’s creation for the Gucci Museo

Melding architecture and lighting to mind-boggling effect, Nanni’s creation for the Gucci Museo was inspired by the ’pittura di luce’ (paint of light) movement that swept over Florence in the 1400s

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A close-up of 'All Along Forever' by Mario Nanni

A close-up of ’All Along Forever’ by Mario Nanni

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