Demna Rewrites Gucci: Inside Gucci Memoria in Milan

During Fuorisalone 2026, Gucci unveils Gucci Memoria, an immersive exhibition by Demna at Chiostri di San Simpliciano. 

Structured around twelve tapestries, the show traces the House’s mythology—from Guccio Gucci’s early days in London to its evolution into a global symbol of luxury. Each scene reinterprets key eras and creative visions, culminating in the present under Demna.

A botanical Flora installation expands into the cloister, while custom vending machines introduce an unexpected, interactive layer—dispensing identities as much as objects.

Open April 21–26, Gucci Memoria transforms Milan into a space where memory, image, and fashion continuously evolve.