Gucci opens the doors to its Museo

The Gucci Museo, situated in a 14th century palazzo off the central Piazza della Signoria, showcases vintage handbags, red carpet gowns and lifestyle limited editions (hello, Gucci Cadillac Seville) from nine decades of this most Italian of Italian luxury brands. The luggage and Hollywood relics sit alongside temporary displays of contemporary artwork from the Pinault Foundation, starting with an installation by artist Bill Viola.

‘I felt it was the right moment to inaugurate our own space, where hidden treasures would be open to public viewing for the first time,’ Gucci Creative Director Frida Giannini said. ‘[T]he Gucci Museo will both conserve and celebrate the most significant moments in the history of the House, providing an official account of its origins, evolution and cultural influence.’

Founder Guccio Gucci was inspired to create his first Gucci suitcase after admiring the luggage guests brought to London’s Savoy Hotel, where he worked as a bellhop. The brand’s modest origins gain a more vaunted context in the Travel room, while thematic displays around the categories of the Gucci monogram (in a room called ‘Logomania’), the Flora pattern, Hollywood and sports explore other aspects of the brand’s heritage.

Last night, Giannini—wearing a black and gold dress fresh from the S/S ’12 collection—welcomed guests including Charlotte Casiraghi, Camilla Belle, Abbie Cornish, Emily Browning and