Gucci has opened its new flagship store on Avenue Montaigne in Paris, presenting a strategic blueprint for the luxury house's upcoming retail network overhaul. The project is spearheaded by CEO Francesca Bellettini and creative director Demna as they work to reverse a prolonged slump in sales figures.
According to Bellettini, the design concept was driven by the brand's heritage, with the executive stating that the space needed to explicitly reflect Italian references. Speaking to BoF, she emphasized that because Gucci is an Italian label, the store's identity had to communicate that origin clearly through its architectural and decorative choices.
This retail initiative follows a period where Demna has focused on addressing what he described as the brand's "multiple personality disorder" over the last twelve months. The designer noted that the recent Spring/Summer 2027 collection represented a breakthrough in this ongoing effort to unify the label's direction.
Sources: The Business of Fashion.