In the Gucci Vault you will find research, archive and contamination A new project that merges heritage and avant-guard

At the close of Fashion Week Gucci unveiled Vault, a virtual concept store where archive, research and contamination are the key words of the project. "Today, fashion needs oxygen from the outside," commented Alessandro Michele to Vogue Business to explain the brand's idea behind the project, present in physical form in Milan with a pop-up store where physical and virtual combine to give shape to the creative director's vision.

For Vault, Gucci was inspired by the concept stores of the 1990s, where fashion met design and pop culture, creating a new creative scene of contamination inspired by the principle of cross-sectorality. Following the same philosophy of GucciFest, Vault will also feature poems, stories and other creative forms in a project that, by celebrating the 100th anniversary of the brand, marks an important step in the role of curator and incubator that Gucci wants to assume in the future. An artistic choice, of course, but also a strategic one in order to gain more and more space within Gen Z, whose consumption habits and interests are now radically different from those of previous generations.