Gucci Brings History Online with a New Digital Museum


Image: Gucci.

Forget everything you know about the museum experience, starting…now. That’s right, say goodbye to the waves of tourists that rush past you, somehow still managing to hug your entire body. The grumpy exhibition docents, who you might pity if their faces weren’t constantly sculptured into scowls. And especially, the halls of ancient relics that you’re forced to feign interest in until you can get to the good stuff. Because now with Gucci’s new website, GucciMuseo.com, how you museum-go is now completely up to you. A digital portal for the brick and mortar museum in Florence, GucciMuseo.com offers an intimate look at the historic Italian fashion house’s legacy from the comfort of your own home. That’s right, you can play your Beyoncé song of choice, skip through whatever you don’t want to look at, and run as fast as you want. Gucci Creative Director Frida Giannini said of the website’s launch, “Ever since my first visit to the archive when I joined Gucci, I have felt a deep commitment to the House’s legacy and have wanted to showcase this rich history to celebrate the remarkable narrative behind so many of our iconic products and motifs. This was the motivation behind the creation of the Gucci Museo, as the House turned 90 in 2011. Now, three years on, I am delighted that through the internet we can open the museum’s doors to a global audience.” Don’t take our or Giannini’s word, visit GucciMuseo now and get to learning—or don’t. It’s up to you!