VAULT, Gucci's new online concept store

“For me, shopping isn’t simply about buying things. It is about establishing a connection with them, entering into a relationship. It is precisely this bond that has grown today. In my mind, I always had the idea to create a place in constant evolution where ‘impossible’ conversations between objects from different origins, creators, and eras could take place: central figures in a dialogue between past and present, able to spark future inspiration. I said to myself: ‘Why can’t a fashion house with a creative director also have a space for expressive, aesthetic, and social contaminations?’. I created it using the most befitting medium of our time – a place where all of us can go – the Web. And there, we concocted a laboratory; a mine of ideas, oddities, and unlikely encounters, considering that Gucci is a platform for gatherings of characters who seemingly have nothing in common. Therefore, Vault, is the place where wonders will hybridize and come together, giving life to new creations. Gucci’s greatest gift, in the end, is to never stay the same; to never grow old.” – Alessandro Michele

Welcome to Vault, the online concept store created by Gucci from the vision of Creative Director Alessandro Michele. The name evokes an air of magic, denoting the presence of precious objects that represent a love for beauty, dreams, passion, the search for ideas that go beyond the confines of time and space; a testament to the belief that past, present and future can co-exist through the power of the imagination. The online space is many different things at once: a time machine, an archive, a library, a laboratory, and a meeting place. It is in a state of continuous evolution, reflecting Alessandro Michele’s passion for experimentation, showcasing restored and customised archive pieces alongside the creations of emerging designers through a poetic and coherent editorial format. These items will be released at regular intervals throughout the year in limited quantities, ensuring an ever-exclusive offering.

CONVERSATIONS: Inspired by the magnificent, multimedia concept stores from the ‘90s, Vault is a repository that sells the creations of emerging talents from around the world, sometimes exclusive to Vault. This follows the arc of a trajectory that began in November 2020 when these talents presented their collections through a series of fashion films on the digital platform of GucciFest, sparking unique conversations that go beyond the walls of the Maison and challenging the conventions of fashion. As Vault evolves, it will encompass many different forms of collaboration, including a selection of items from other brands dear to Alessandro Michele, resulting in an offering that goes increasingly beyond the traditional.

Vault therefore nominates itself to become a space where diverse narratives take shape, at times drawing from the past, at times discoursing with the future, and always rooted firmly in the contemporary. It has a voice that reverberates in all directions, fostering an inspiring dialogue with those who enter it, forging an imaginative relationship that goes beyond the purely transactional.

Welcome to Vault.


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