Gucci recently  announced the opening of its newly renovated boutique on Rue Royale in Paris. The 1,300 square meter shopping destination boasts a brand new design concept by Frida Giannini, Gucci’s Creative Director.
Sienna Miller carrying the
 New Gucci Jackie Handbag
“Rue Royale is one of Europe’s most prestigious retail destinations so I wanted to amplify the luxuriousness of the boutique’s environments through natural light and space to create an aesthetic, which is complementary to the vision of the House today,” explains Giannini. “Throughout the new design concept there are references to iconic Gucci materials and elements of stores from the past, but always set in a context that is thoroughly modern creating the ideal backdrop for the collections.”

In celebration of this opening Frida Giannini has created a special edition ‘New Jackie’ bag in grey ostrich, limited to six pieces, and soft grey deer skin, limited to thirty pieces, only available at the Rue Royale boutique.  Each bag features a “Paris Exclusive” metal plaque on the inside, along with the bag’s exclusive serial number. The limited edition collection also includes matching wallets in soft grey deer skin as well as a unique 100% pure silk scarf decorated with the “Gucci Paris 23 Rue Royale” border.

In addition, the Rue Royale boutique will be the first Gucci store in Europe to offer its clientele a new dedicated Made-To-Order service for one of the House’s most iconic bags: the New Bamboo bag will be available in 3 sizes and 25 different colours of crocodile. This unique palette includes natural tones such as ivory, bone, gravel, soft sand, caramel rose and amber, as well as intense colours such as orange, bordeaux, royal blue, Indian blue, forest, gold and emerald. The crocodile is offered with a mat, shiny or metallic finish, depending on the color chosen by the customer. Each bag will be personalized with the customer’s initials embossed on the central inner part of the flap and on the mirror case.

Giannini’s innovative store design concept, which employs open space, warm luxurious materials and natural light to spectacular effect, is a departure from traditional codified fashion retail spaces, and paves the way for Gucci’s 21st century contemporary look. Signature Gucci materials of rosewood and marble are enhanced with the introduction of new elements such as ribbed glass, warm polished gold, smoked mirror and smoked bronze glass, recalling the elegance and richness of the Art Deco era. Geometric lines, including stylized characterization of Gucci’s signature web striping, define the internal space by adding further symbolic detailing.
Smoked mirror and glass alternate providing an elongated perspective; door handles comprise gold and glass stripes; the floor is covered in white marble, sliced with a wide black marble strip that runs underfoot, up the wall and on the ceiling overhead; a fused bronze glass with a striped cross section and cracked lacquer is employed on shelving and display cases. Walls, covered in both bronze glass and bronze mirror, contribute to the warm intimacy and sophistication of the store environment.

The ground floor is dedicated to Gucci’s menswear collection and the wide selection of men’s accessories, luggage and small leather goods. The first floor houses handbags, women’s accessories, jewellery, silks and fragrances. The second floor is entirely dedicated to the Gucci’s womenswear collection while the new Gucci Children’s collection is available on the top floor.

The Rue Royale store is one of over 30 Gucci stores in the world that now reflect Frida Giannini’s deign concept following its successful roll-out in other cities including New York, Rome, Hong Kong, London, Shanghai and Singapore.


In the Philippines, Gucci is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Greenbelt 4, Ayala Center and Rustan’s Tower, Shangri-La Plaza Mall

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