The set-up of Gucci’s Cruise 2025 showcase takes inspiration from the duality of nature and urban architecture, interpreted through the concept of the city vacation. Set on New Bond Street in London, a city famous for its vast parks, the set-up blends the exotic with the metropolitan, drawing inspiration from the Royal Botanic Garden: a “greenhouse” nestled in the heart of the city, filled with tropical species

ROLE: Global

The two closed windows represent opposing perspectives: the one on the left shows the vision of those from outside the city who glimpse an aesthetic world through a window, while the other offers the experience of those already living immersed in that world. The sprinkling lighting and the contrast between the lush nature and the minimalism of the monochrome marble reflect the dialogue between the natural greenery and the architecture of the building, emphasizing the visual and conceptual rhythm of the project.