Gucci will present its Cruise 2024 collection at Gyeongbokgung Palace, in Seoul, on 16 May, celebrating 25 years since the House opened its first flagship boutique in the capital of South Korea.
The show will be held in front of Geunjeongjeon, the main hall of the Gyeongbokgung Palace, renowned for being the main venue for royal ceremonies and for receiving foreign dignitaries during the Joseon Dynasty (1392 – 1910).
Marco Bizzarri, president and CEO of Gucci, said: ” Gucci was born in Florence, surrounded by history, art and craftsmanship, and from there it began a journey to bring the House’s vision of beauty across the globe. A journey that started in Korea 25 years ago with the opening of our first boutique in Seoul, and grew throughout time, strengthening our relationships with local communities, supporting local talents, and creating a bond between cultures through the preservation of the unique heritage of this country.
"Gyeongbokgung Palace is one of those wonders of the world that made us feel an instant connection with Korean culture and the people who created it - Florence and Seoul, Italy and Korea, so far away on the map but so close in the creation of wonder. This is why we are honoured to present our Gucci Cruise 2024 collection here: celebrating the past, as inspiration for the future. “
Last year, as part of an agreement with the Cultural Heritage Administration (CHA), Gucci announced a three-year commitment to support the conservation and restoration of the Gyeongbokgung Palace. In the past, Gucci has worked towards preserving and promoting some of the most historically significant landmarks of heritage, culture and creativity around the world, including the Dia-Art Foundation in New York City, The Cloisters of Westminster Abbey in London, the Palatine Gallery at Pitti Palace in Florence, the Promenade Des Alyscamps in Arles, the Capitoline Museums in Rome, Hollywood Boulevard in Los Angeles, and Castel Del Monte in Apulia, Italy.
Choi Eung-Chon, head of the cultural heritage administration in Korea, said, “Gyeongbokgung Palace was not only the main royal palace of the Joseon Dynasty but also a centre of great developments in science, literature, architecture, and art, including the creation of Hangul (the Korean alphabet) and the advancement of astronomy. We hope the collaboration with Gucci will help the world discover the true charm of Gyeongbokgung Palace even more, where the past and present coexist."