Alessandro Michele Unveils Gucci's 'Alice in Wonderland'-Inspired Campaign
Debuting the house’s new Lifestyle collection.
In conjunction with Milano Design Week, Gucci will open a special pop-up store in Milan to showcase its entire Lifestyle collection comprised of three different categories: games, leisure and stationery. The house’s Creative Director, Alessandro Michele, commented on his latest project:
“When I was a child, going to the stationery 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. So, I imagined a small cabinet of curiosities, a Wunderkammer, like the cave of Ali Baba, that could accommodate these everyday objects and return them to a fairy-tale dimension. I could have included them in the collections long ago, but they were not strictly related to clothing and accessories. That’s why I wanted to build a whimsical space where they could be laid out, to restore to everyday life that sense of wonder that makes them so dear to me.”
Accompanying the range is an Alice in Wonderland-inspired campaign lensed by Max Siedentopf in Tuscany at a 16th-century fortress built by the Medici family called Castello Sonnino. As seen in the moving visuals below, notebooks personify birds, pencils arrive in the form of flowers and pencil cases erupt like volcanoes. Sticking to the enchanted theme, beds are placed outdoors with models dressed in vibrant pajamas and slippers, while giant playing cards are being stacked into the shape of a triangle.
The Gucci Cartoleria pop-up will be open from September 5 to 17 at Via Manzoni 19. The whole Lifestyle collection will be available at select Gucci boutiques and online starting September 10.
Gucci Cartoleria
Via Manzoni 19
20121 Milano MI, Italy
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