Gucci Opens Jazzy Pop-up Space 'Gucci Circolo Shoreditch'

by SHOWstudio on 5 October 2021

The pop-up space marks the house's latest efforts to celebrate and rejoice in the Gucci centenary.

The pop-up space marks the house's latest efforts to celebrate and rejoice in the Gucci centenary.

Shoreditch has long made itself known for being a hub of creativity. You only have to walk down Redchurch Street, parallel to Bethnal Green Road, to know what we're on about. Continuously referred to as a 'temporary home' for many designer pop-ups amongst some more permanent spaces too, the street also houses a variety of trendy concept retail stores. Which makes it no surprise that the latest addition to the area will be the Gucci Circolo Shoreditch temporary space on Whitby Street, nestled in a commanding corner on Shoreditch's Chance Street. Built by renowned architect Sir David Adjaye, the space was initially designed as a private home and studio for artists, adding another layer to Michele's demonstrated artistic flair for the house. Residing in the heart of East London, the temporary space is set to encourage locals and tourists alike to enjoy a multi-sensory experience and discover the house collections and codes, exploring a narrative journey through the various chapters of the Aria collection, designed by Michele and presented in April 2021, marking the label's centenary.

Gucci Circolo Shoreditch

The journey begins with the Gucci 100 collection, comprising ready-to-wear, footwear and accessories, all created by Michele to celebrate the house's centenary year. A bespoke bookstore has been curated by London's cult librarians IDEA on the ground floor, and so if you're a lover of books, it's here where things get exciting - a customised space featuring dark wood-panelled walls and Gucci's glade print wallpaper - upon wandering, visitors will discover a collection of some of the rarest books in fashion, art and photography, (that's Artwords rivalled).

The adventure continues in the Listening Lounge, which celebrates Gucci's long-standing connection with music. In this section, visitors can embark on a journey through music personally selected by artists including Phoebe Bridgers, Celeste, Nick Cave, Billie Eilish, Sir Elton John, Kam–Bu, Jared Leto, Arlo Parks, Iggy Pop, St Vincent and Florence Welch. The Listening Lounge also offers the opportunity to download a special playlist compiled to mark Gucci's centenary.

To top off the experience, guests can also pick up a coffee in the Gucci Café, which will host London's creative communities during the week. Feeling intrigued? The space opened on 4 October, so the only thing left to do is head down to Shoreditch and throw yourself into Michele's Gucci universe.


Image Gallery

BTS Gallery: Gucci Aria

15 April 2021
Explore behind the scenes of the Gucci 'Aria' collection.

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16 April 2021
For the brand's centenary, Gucci's artistic director turned to the house's legacy, offering an unusually literal take on the archives for a designer well past his debut. It was Alessandro Michele's smartest move yet.

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Ever wondered what a physical concept store would look like in the digital sphere? Wonder no more as Alessandro Michele launches his first online concept store, 'Vault'.
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