Gucci Visions: Special exhibit in Bangkok highlights the Italian brand's 103-year history and its icons

Avid fashion fans who are headed to Bangkok will want to make a pitstop at Gucci Visions, a retrospective exhibition that highlights the key moments in the Italian marque’s illustrious 103-year history.

Located at EmSphere – Bangkok’s newest and trendiest mall – the fashion pop-up pays tribute to the brand’s signature designs and iconic emblems, as well as founder Gucci Guccio, and past creative directors such as Tom Ford, Frida Giannini and Alessandro Michele.

The exhibition which debuted in Florence, comprises six themed rooms, each representing a different facet of the brand’s story.

Visitors can expect to discover familiar Gucci icons such as the Bamboo bag, the unmistakable GG monogram and the beloved Flora pattern, and see up-close rare creations including the showstopping gowns worn by celebrities on the red carpet.

What’s interesting about the set-up is that while it’s guided by a timeline that chronicles the most significant moments and events in its history, it can be explored in any order you so prefer.

THE FLORA ROOM

Designed by artist Vittorio Accornero de Testa for Gucci in 1966, the Flora print was first introduced on a silk scarf and can still be found today – in various different interpretations – on the brand’s ready-to-wear collections, handbags, accessories, jewellery and its Flora perfume.

In this section, visitors can learn about the history of the pattern. The immersive space is filled with oversized, sculptural flowers, while a kaleidoscopic pyramid reflects a floral pattern all across the room. For a complete 4D experience, the room is scented with the Gucci Flora Gorgeous Gardenia fragrance.

THE BAMBOO ROOM

Of the many iconic bags the Italian fashion brand has produced, the Gucci Bamboo 1947 bag is among the most recognisable.

The bamboo handle was inspired by Vasco Gucci, Guccio Gucci's fifth son, and his love for walking sticks.

The post-World War II years in the 1940s were marked by a scarcity of raw materials – leather and metal in the case of bag production – which pushed Gucci to find new and innovative solutions that could replace these.

In this room, one can find archival and modern-day models of the iconic bag, as well as displays showing how it quickly became a celebrity favourite and the craftsmanship that go into its making.

Fun fact: Did you know that fire is used to mould the bamboo bag handles, resulting in their curved form and glossy patina? It's this technique that makes each handle unique, since each one will result in a slightly different hue and shape.

THE TRAVEL ROOM

When Gucci was founded in 1921, it focused on making “English luggage”, a result of Guccio Gucci's travels to London. While working as a porter at luxury hotel The Savoy in his teenage years, he gained an appreciation for the finely made luggage that the international jet set used and how the baggage represented taste and status. This shaped his vision to produce sophisticated and chic bags of high quality when he later started the brand.

The 2022 "Gucci Savoy" collection of travel bags is displayed in the Travel room, alongside classic and rare designs from the brand’s history, including a calfskin toiletry case from the 1940s, a suitcase from the 1950s with a Renaissance print, and models with classic Gucci motifs from the 1960s and 1970s.

THE ICONS ROOM

This section pays homage to the most significant and memorable bags Gucci has made – namely the Bamboo 1947 with its distinctive handle, the Horsebit 1955 with its equestrian-styled hardware and the immediately recognisable crescent-shaped Jackie 1961 bag.

Here, one gets treated to a display of over 200 versions of these handbags that have been interpreted by the brand’s various creative directors, set amid a stunning set-up put together with mirrored shelves.

THE STARS ROOM

Digital screens and mirrors create yet another immersive experience here, and also add another dimension to the curated bespoke gowns on display.

Each of the gorgeous gowns seen here has been tailored for a famous figure either from film or music, including Gucci's very first Thai ambassador, Davika Hoorne, who wore the piece created for her to the 2023 Gucci Art Lab Event in Bangkok.

This is but one of the multiple creations that tie the brand to celebrities from around the world and show how Gucci has, many a time, played a part in celebrating their beauty and glamour.

THE FASHION ROOM

For over a century, Gucci has seen itself evolve, shaped by the different creative directors that have taken over its reins. Yet the house remains true to its original codes, as icon after icon is born out of the many interpretations of its signature motifs and silhouettes.

This is where fans of the brand can catch a curated selection of decade-defining looks, handpicked from the Gucci Archive that is located in Florence at Palazzo Settimanni. The displays span Tom Ford’s sensual silhouettes, Frida Giannini’s sophisticated femininity, Alessandro Michele’s exuberant style to current creative director Sabato De Sarno’s modern and youthful simplicity.

Gucci Visions located at Em Glass at EmSphere in Bangkok and runs until Jul 21.