This is a great first in the history of the Florentine luxury house. On December 20, GUCCI opened its first permanent boutique in Paris dedicated to its travel line GUCCI Valigeria.
Located at 229 rue Saint-Honoré in Paris, sitting opposite Moynat and in a space formerly occupied by Off-White, the brand’s first boutique dedicated stand-alone to travel occupies over 2,000 square feet, over two floors, and offers, in addition to the new Savoy luggage line launched last October, a full range of GUCCI Valigeria luggage and travel bags, from weekend bags to sports bags, as well as garment bags, toiletry bags, hat cases and other travel essentials.
GUCCI‘s travel line holds a special place in the company’s history, as suitcases, trunks, bags and hat cases were the first items that founder Guccio Gucci, upon returning to Florence after spending time in London and working as a luggage handler at the Savoy Hotel, a must-see destination for all globetrotters of the time, offered when he opened his first store in Florence in 1921. And, the opening of this first Parisian boutique dedicated to luggage is a vibrant tribute from the Italian house to its founder’s love for travel.
“GUCCI Valigeria is a powerful reminder of our Florentine roots and our timeless craft,” said Marco Bizzarri, GUCCI’s CEO since 2015, calling the line a “symbol of [the GUCCI] legacy, reinterpreted through the ages for the travelers and modern-day explorers of every era.”
Inspired by Belle-Époque train travel, the store makes constant nods to the company’s history as a trunk and suitcase maker. From the entrance on the first floor, the store evokes the atmosphere of a train station, with the cash register masquerading as a reception desk. Eye masks, pajamas, beauty products, pet accessories, exotic versions of the GUCCI weekend bag and exclusive trunks can be found on this level.
On the upper floor, brass shelves line the walls, reminiscent of old-fashioned train racks. The ceiling replicates the arched roofs of carriages, while loom-woven carpet in a tartan motif covers the entire floor, complemented by plush banquette to create a warm atmosphere.
GUCCI’s travel line has been growing aggressively lately, following the launch of the Valigeria campaign in early November featuring Ryan Gosling and shot by photographer Glen Luchford.
According to the brand, the travel line will be enhanced in the future with new offerings, including vintage pieces and new innovations in function and materials. The brand also plans to open more GUCCI Valigeria stores in the French capital and around the world.
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Click on this link to read this article in French version.