What Chanel already demonstrated last year – exclusive boutiques for the super-rich of the brand’s clientele – is now also being adopted by Gucci: With Gucci Salon, the luxury brand is introducing a new store concept aimed at wealthy private customers. It is exclusive and visits to the store are by invitation only and by appointment. The first Gucci Salon recently opened at Melrose Place in West Hollywood, Los Angeles.
“Inspired by the origin of the salon as an intimate, personal space, the atmosphere evokes an elegant home, a true experience of luxury. Inside the Gucci salon, every aspect offers a customized experience for customers, tailored to their needs and desires. The decoration may change along with the exceptional pieces on offer – a showcase of craftsmanship, personalization and uniqueness, as individual as each customer,” explains Gucci in a press release.
The first Gucci Salon in Los Angeles draws on the decor and character of the location, reflecting the legacy and resonance of Hollywood around the world, while also nodding to the decor and philosophy of the first Gucci boutique, which opened on Rodeo Drive in 1968 became.
Award-winning set and production designer Gideon Ponte, a longtime Gucci collaborator, created an intimate setting, combining the privacy of a private home with the opulence of a film set with luxurious fabrics and vibrant ivory finishes.
“Theatrical embellishments underscore the unique history of this location and reference various eras and incarnations of Hollywood – crystal chandeliers, mirrored columns and window alcoves, curtains draped like a proscenium, and jewel-toned details in fabrics and finishes evoke the precious objects contained within. Each dressing room is reminiscent of the scenography of film sets and the dressing rooms of famous stars,” the luxury brand describes the Gucci Salon Melrose.
Each salon offers a curated selection and expansion of Gucci items from different luxury areas, characterized by their craftsmanship, materials or personalization through bespoke tailoring.
In the area of shoes and accessories, Gucci promises fine leather, crystals, diamonds and 18-carat gold as well as watches and jewelry made of precious metals and precious stones. When it comes to clothing, made-to-measure and custom-made products dominate. Gucci Décor items in exclusive fabrics and finishes are also available.
In addition, the Gucci salons offer a changing selection of items that have been specially developed for a location. These are then presented to customers once during special events with limited availability and only for a certain period of time.
Additional Gucci salons are planned to open later this year in New York, Paris, London, Milan, Dubai, Hong Kong, Shanghai, Taipei and Tokyo.
In view of a variety of problems, Gucci’s parent Kering had to accept a drop in sales in the final quarter: In the months from October to December 2022, the group’s revenues amounted to 5.28 billion euros, two percent below the level of the same period last year. The continued weakness of the main brand Gucci contributed to the result; however, this is now to be offset by the greater involvement of wealthy private customers through the Gucci salons.
