Hubert Burda Media

Gucci’s ‘Primavera di Boboli’ Project For the Cultural Splendour of Florence

The Florentine brand strengthens its ties to its home city with a cultural project to secure the legacy of the Boboli Gardens for future generations.

After the last two Gucci Cruise collection showcases, in the art district of New York in 2015 and in the cloisters of Westminster Abbey in London for 2016, the next collection show will be staged in the Palatina Gallery of the Pitti Palace in the city of Florence – the Cruise 2018 fashion show on 29 May 2017.

Primavera di Boboli, or Spring in the Boboli Gardens, is a cultural project for the restoration, preservation and improvement of the historical Boboli Gardens that dates back to the late 16th century, with a 33ha green space that encompasses sculpture, architecture, landscaping and plants, brought to Tuscany centuries ago from all over the world.

Over the next three years, Gucci will contribute €2 million (RM9.46 million) to the multi-faceted cultural project, in partnership with the Uffizi Gallery, under the patronage of the Ministry of Cultural Heritage, Activities and Tourism, alongside funding from the Municipality of Florence.

The Gucci Cruise fashion show will offer a true sensory experience that goes beyond what you see. Guests will gather in the Palatina Gallery at the Pitti Palace, with its very rare treasures of European painting as a backdrop, as they embark on a unique journey through the marvels of Renaissance Florence, Italy’s answer to Versailles.