Gucci unveils a new Lifestyle collection that features an expansive range of items from stationery and games to leisure-related accessories, all designed to entertain and excite. The Gucci Lifestyle collection is inspired by the brand’s ample archives but is infused with modern details.
To introduce the new Gucci Lifestyle line, the House launched a campaign that unfolds in a dream-like world governed by wonders. The photos and video were shot by Max Siedentopf in Tuscany at Castello Sonnino, a 16th-century fortress built by the Medici family. Notebooks flap like birds, pencils blossom like flowers, pencil cases become volcanoes and erupt clouds of smoke in vibrant colors.
To celebrate this special launch, Alessandro Michele created the Gucci Cartoleria, a traditional store and an enchanted hideaway located in Milan’s Via Manzoni. It was inaugurated during Milano Design Week that is taking place from September 5th to 17th. The store is Gucci’s take on the traditional Italian stationery store, enriched with unexpected surprises, suspended in an atmosphere of wonder.
When I was a child, going to the stationary store and finding pencils, pens, notebooks, games, meant bringing a dream into my daily routine. They were fine, well-made objects that spoke of craftsmanship and that, though part of my everyday life, were able to give off a magical mysterious and wonderful aura. For this reason, presenting the Gucci Lifestyle collection in Milan through the Gucci Cartoleria is a sort of consecration, a tribute that was right for me to pay. – Alessandro Michele, Gucci’s creative director
The lifestyle collection is available online and via select Gucci boutiques.