Gucci Opens a Stationery Store in Central Milan for Design Week

Gucci has opened a temporary stationery store, Cartoleria Gucci, at Via Manzoni 19 in Milan, inaugurated on September 5, 2021, for the city's Design Week. The store launches the new Gucci Lifestyle collection, featuring notebooks, pens, stationery, and home accessories. Creative director Alessandro Michele described the space as a "Wunderkammer" inspired by childhood memories of stationery shops, aiming to infuse everyday objects with a fairy-tale quality. The collection includes items made from "Demetra," a new copyrighted material developed over two years. The store is designed with whimsical elements like flying notebooks, zoomorphic chess pieces, and a miniature mouse apartment. Products are available at the Cartoleria, online from September 10, and in Gucci flagship stores in Rome, Naples, and Milan from September 11. The collection was previewed in a dreamy campaign photographed by Max Siedentopf at Castello Sonnino.