The iconic brand is getting ready to party during fashion week.
Talk about playing it close to the vest.
Details about Gucci's party next Wednesday celebrating its 85th anniversary and the launch of a book about the brand have been so closely guarded, the company elected not to build the party space until next week.
Around 500 guests, including press, friends and yet-to-be confirmed celebrities, are expected to attend the event, which kicks off at 10 p.m. Gucci said the space at 3 Via Melegari in central Milan is being specially constructed just for the party.
Gucci's creative director, Frida Giannini, will host the event with Gucci chief executive Mark Lee. Headlining the entertainment will be R&B singer-pianist John Legend, followed by DJ lounge music.
On display during the evening will be the first copies of "Gucci by Gucci"; — a tome penned by fashion journalist Sarah Mower that tells the history of the brand and its celebrity admirers through pictures and text.
The space is being built from black and transparent PVC and features a lobby, lounge, private room, performance area and three bars.
Interior design details include illuminated laser-cut totem poles — from which images of the book will be projected — gray velvet lounge chairs and cushions, and silver chrome tables.
Chocolates featuring the famous interlocking Gs, and of course, Champagne, are among the treats on the menu.
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