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MILAN — The redesigned Gucci flagship on Via Montenapoleone here is another signal of the brand’s change of direction under new creative director Alessandro Michele.

Reflecting the designer’s penchant for contrasts, the boutique juxtaposes raw, industrial elements and rivets with romantic, pale pink velvet or pistachio silk armchairs or vintage oriental, richly decorated rugs reminiscent of those seen at the Gucci resort 2016 show in New York. “Today, we live in a world of contrasts and it is this that makes life interesting,” said Michele. “The new store design not only brings together diverse elements, blurring the lines between the traditional and the contemporary, but also allows the clothes and accessories to speak for themselves.”

The boutique opened Friday afternoon, ahead of Milan Fashion Week, which starts Sept. 23 with Gucci’s show.

The new store concept is a sharp divergence from the previous iteration in gold, bronze and rosewood elements. Marble polychrome inlays on the floors show decorative three-dimensional effects, and contrast with slabs of cement. Entering the store, Michele’s new collection of Dionysus handbags with blossom prints stand out on round marble-top tables in different sizes, heights and colors, or are displayed on the square floor-to-ceiling shelves. Rich fabrics decorate the rooms; varnished iron wall finishes complement marble staircases, and dark grey matelassé or pale pink velvets are used for upholstery and fitting rooms. Burgundy velvet stools contrast with high-backed armchairs in natural leather. Travel is a central theme, one that harks back to the origins of the house and the aesthetic codes of trunks create decorative elements in the store, such as handles on the drawers.

“The new store design is one of the key ways in which we are communicating Gucci’s new identity and it is not by chance that we are showcasing this at our Milan [Via] Montenapoleone flagship store, coinciding with the start of Milan Women’s Fashion Week,” said Marco Bizzarri, Gucci’s president and chief executive officer. “The new contemporary vision for the brand is now clearly beginning to come to life across multiple touchpoints: Alessandro’s new collections, new advertising campaigns, new store windows, new packaging and now a brand-new store concept.”

As reported, the cruise line, which is usually delivered in November, is also available at the boutique. Gucci’s retail network is to be gradually renovated globally but with adjustments and revisions depending on the location.

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