Looks like it's not just Tiffany & Co. that's venturing into the food business. From haute couture to haute cuisine, Gucci had just open its own fine dining restaurant in Florence, Italy.
Called Gucci Osteria, the 50-seat restaurant is headed by three-Michelin-star chef Massimo Bottura. He made an entirely new menu for the restaurant and will serve iconic Italian dishes. "Visitors can treat themselves to the likes of Parmigiano Reggiano tortellini, Peruvian-inspired tostadas, pork belly buns and mushroom risotto for 20 to 30 euros per dish," Business of Fashion reports.
The restaurant resides in the Gucci Garden, the house's latest concept store. It is located inside the historic Palazzo della Mercanzia building which also houses the Gucci Museo that was opened back in 2011. According to the Gucci site, "The space features the Gucci Garden Galleria, exhibition rooms curated by curator and critic Maria Luisa Frisa, and a bazaar-style store, offering one-of-a-kind items."
In an interview with Vogue, the curator explains the layout of the store, “It’s a collision between past and present. I wanted the archive to be lively, an extraordinary place which inspires and fuels imagination and creativity."
She demonstrates this goal through a museum where clothing, art, video installations (they also have a cinema room, FYI), accessories, and other Gucci products are organized across the space by theme. It's a deviation from the usual layout where the items are laid out following the historical timeline of when they were introduced.
Furthermore, Harper's Bazaar notes that the Gucci Garden, alongside the Gucci Osteria aims "to hearken back to Florence's roots as a hub of activity–where markets, restaurants and various shops lined the Palazzo where the 'Garden' is now based, selling handmade crafts and delicacies." Perhaps, this notion extends to the brand's efforts to strengthen its image beyond the virtual world. Through this interactive museum and gastronomic experience, the house is able to offer more than just what shoppers can get via online shoppping.
To enter the Gucci Garden, prepare to shell out 8 euros. Half of the fee will go to the various restoration projects around Florence.