Gucci, Circolo Shoreditch

Gucci Circolo Shoreditch takes residence in a building by renowned architect Sir David Adjaye, originally designed as a private home and studio for artists, now an experiential space to be explored as a narrative journey through the various chapters of the Aria collection.

Running from October to December 2021, Gucci Circolo Shoreditch invited patrons to immerse themselves into a multi-dimensional activation, that was a fusion of a luxury boutique, intimate Gucci Café, a hand-crafted bookstore, and immersive Listening Lounge. Entry to the space was by appointment only, transporting visitors into a celebration of the iconic Gucci style across three distinct phases. Visitors were also given the opportunity to explore and purchase the Gucci100, a special one-off collection designed by the creative director of Gucci, Alessandro Michele.  


XYZ partnered with long-term collaborators Hotel Creative to deliver the three-month, three-staged project. The journey began with the “Gucci 100” collection, showcasing Ready-to-Wear clothes, footwear, and accessories, celebrating the House’s centenary. Phase two was “The Hacker Project,” a merging of codes between Balenciaga and Gucci to explore ideas of authenticity and appropriation within the fashion industry. The final phase played host to “Collective Processes” an exhibition curated by “Home by Ronan Mckenzie”, supporting Home’s Black Women Artists grant programme.   

The activation took place in a unique building by renowned architect Sir David Adjaye, a home and studio for local artists. The first phase saw the exterior hand painted with the iconic GG pattern in bright blues and yellows, the second phase was painted all black, and blue, wrapped with a Balenciaga ribbon, with the final stage being a beautiful mural by artist Joy Yamusangie.   

Inside, patrons were introduced to the collection in a boutique like no other. The journey continued to a bespoke bookstore curated by London’s cult librarians IDEA where visitors could peruse a collection of rare fashion, art, and photography books. Here, in a customised space featuring dark wood-panelled walls and Gucci’s own glade print wallpaper, private events were hosted, like the screening of ‘House of Gucci,’ starring Lady Gaga. Upstairs housed the soundproofed Listening Lounge where guests could pick a vinyl selection that was suggested by Gucci advocates, including Billie Eilish, Arlo Parks, Phoebe Bridgers, Florence Welch and Sir Elton John whilst listening via the branded Gucci sound system and sipping a latte from the Gucci Café, which doubled as a hub for employees and friends to work from. The chameleon-like space evolved to reflect the eclectic inspirations that help’s Gucci remain one of the world’s foremost fashion houses, creating a compelling immersive experience to celebrate Gucci’s 100th year. 


Read more here:

Could Gucci Circolo be the future of luxury retail? | British GQ (gq-magazine.co.uk) 

Gucci celebrates 100th birthday with pop-up café in Shoreditch | The Independent 

Gucci just opened the chicest hangout in London | Dazed (dazeddigital.com) 

Ronan Mckenzie’s Home comes to Gucci Circolo in London’s Shoreditch (wallpaper.com)