Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.

Gucci Stores Get Marble Staircases as Luxury Brand Seeks Revival

Velvet armchairs and marble staircases form the backdrop against which Gucci’s new creative director is basing his efforts to extend a revival at the ailing luxury brand.

Alessandro Michele’s fall-winter collection is being shown in a lavish setting at Gucci’s flagship store in Milan that also includes vintage oriental rugs and plush carpets. The new design will be introduced at other Gucci outlets after Friday’s debut in the Italian fashion capital.

The store format “is one of the ways in which we are communicating Gucci’s new identity,” Gucci Chief Executive Officer Marco Bizzarri said in a statement. Bizarri joined in January from Bottega Veneta, like Gucci owned by Kering SA.

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