Aria collection, which was apparently unveiled earlier this year.

Shoreditch has long been known for being a hub of creativity, and has been continuously referred to as a temporary home for many designer pop-ups over the years. But it’s fair to say this launch is particularly exciting.

Residing in the heart of East London, the temporary space is set to encourage locals and tourists alike to enjoy a multi-sensory experience and discover the house collections, exploring a narrative journey through the various chapters of the Aria collection.

The journey begins with the Gucci 100 collection, comprising ready-to-wear, footwear and accessories. A bespoke bookstore has been curated by London's cult librarians IDEA on the ground floor, and so if you're a lover of books, it's here where things get exciting. A customised space featuring dark wood-panelled walls and Gucci's glade print wallpaper.

 

The adventure continues in the Listening Lounge, which celebrates Gucci's long-standing connection with music. In this section, visitors can embark on a journey through music personally selected by artists including Phoebe Bridgers, Celeste, Nick Cave, Billie Eilish, Sir Elton John, Kam–Bu, Jared Leto, Arlo Parks, Iggy Pop, St Vincent and Florence Welch. The Listening Lounge also offers the opportunity to download a special playlist compiled to mark Gucci's centenary.

Completing the pop-up is the Gucci Café, which will act as a hub for London’s creative communities in the future. The “Gucci Circolo” concept will keep evolving, with new events and collections taking centre stage over the coming weeks and months.

Gucci Circolo is open from now until later this year. 

Booking essential!