It was the unattainable Guccio Gucci who founded the Gucci fashion house in 1921; today, the brand is an international icon of style which knows no equal. The brand’s double G is a lasting sign of tradition, whereas its colorful natural decorations reveal the imagination of the contemporary fashion system. Alessandro Michele has now given Florence a new beginning, by creating the “GUCCI GARDEN” in the ancient Palazzo della Mercanzia in Piazza della Signoria. Michele has created a hybrid and surprising environment, where it is possible to rediscover the brand’s costumes and stylistic history, visit the immersive and multi-sensory gallery but also where brand lovers can purchase items from a special edition collection. It’s a wonderful experience which reaches its peak with its restaurant, run by three-starred chef Massimo Bottura – this completes the perfect combination of fashion, food and art. The location restores a part of Florence’s past while also giving way to the future, in total harmony with the city, its inhabitants and its beauty.