Gucci’s new ‘Lifestyle’ collection finds the magic in everyday life. For its creation, Creative Director Alessandro Michele imagined a cabinet of curiosities, stocked with wondrous items that elicit enchantment so that he might “return them to a fairy-tale dimension”. This means ordinary objects, like pens, notebooks, and paperweights are uplifted with whimsical prints, embossed with colorful motifs, adorned with nostalgic faces (like Donald and Daisy Duck of Disney fame), and illustrated with gorgeous floral scenes. “When I was a child, going to the stationery store and finding pencils, pens, notebooks, games, meant bringing a dream into my daily routine,” Michele described. “They were fine, well-made objects that spoke of craftsmanship and that, though part of my everyday life, were able to give off a magical, mysterious and wonderful aura.”
In order to enhance these otherworldly objects, the Gucci ‘Lifestyle’ collection makes its debut at Milano Design Week with the launch of Gucci Cartoleria, a temporary store devoted to the thrill of discovery. This clever hideaway entices visitors to discover the collection in a unique way, as it is brought to life in imaginative ways (not unlike a trip down Diagon Alley). Inside the store, you might find flying notebooks, micro-apartments for mice decorated with Gucci furnishings, and even chess sets that play themselves. Gucci Cartoleria asks you to open your imagination to the secret life of the ordinary. Suspend disbelief. The static pen you hold in your hand is transformed into a magical talisman, playing cards become the messages of Fate, the slippers might bear you into a dream world where nothing is as it seems.
To enhance this moment, Gucci tapped photographer Max Siedentopf for the ‘Lifestyle’ campaign, which was shot in Tuscany at Castello Sonnino, a 16th -century fortress built by the Medici family. In Gucci’s alternative dimension, objects enliven the mind with spellbinding movements, behaving in ways that disrupt reality.
In addition to finding the collection at Gucci Cartoleria in Milan, it will also be available starting September 10th in select Gucci boutiques and on Gucci.com. For a sneak peek at what to expect at Gucci Cartoleria and in the collection, click through the gallery below.