Gucci: A perfect circolo

30 Oct 2021

Launching exclusively with Appear Here, Gucci debuts in East London with a new concept store: Circolo.


It’s not every day that fashion brands turn 100, and Gucci is marking its centenary with a decidedly youthful outlook. “Gucci isn’t one to rest on its GG logo-printed laurels. Where Gucci leads, fashion fans follow,” noted Elle.

Their new concept store Circolo has just opened its doors in Shoreditch, transforming a Sir David Adjaye-designed building into a GG-wrapped wonder. “Gucci Circolo: a sound, vision and style showcase,” observed Wallpaper.

“The brand is demonstrating not only a renewed commitment to the physical shopping experience, but also the all-important task of fanning the flames of IRL community around its core brand identity,” reported GQ.

You didn’t think there’d only be clothing and handbags for sale, did you?

Multi-sensory is the word. There’s a Gucci Café, a bookstore featuring rare volumes, and a Listening Lounge – with vinyls selected by luminaries from Arlo Parks to Billie Eilish. And there’s a heavy lineup of curated events, natch. (Whether they screen House of Gucci remains to be seen).


This all comes hot on the heels of the launch of Gucci Vault, an online platform selling archive pieces as well as promoting a fresh crop of designers like Collina Strada. “In my mind, I always had the idea to create a place in constant evolution where ‘impossible’ conversations between objects from different origins, creators, and eras could take place,” said creative director Alessandro Michele.

“Gucci’s Circolo Shoreditch provides the perfect pool in which its trendier customers – who may not be so keen to schlep across town to Bond Street or, indeed, buy online ­– are free to take a dip. Go on in, the (Gucci-branded) water’s lovely,” noted GQ.

Splish, splash.