The Gucci Salon, unveiled on the corner of Melrose Place and Melrose Avenue, is an ultra-luxurious concept store seeking to deliver a private world to their clientele. A world capable of offering intimacy and discretion through private appointments, and glamor and luxury through a curated selection of their most exceptional pieces. 

With the opening of their first stand-alone ‘salon’ in Los Angeles, their plan is for each Gucci Salon around the world to be tailored aesthetically to the locale it inhabits. For this Gucci Salon, award-winning set and production designer as well as long-term collaborator, Gideon Ponte let the character of Los Angeles lead the creative direction. The aura and energy of a private home is blended effortlessly with the extravagance of a movie set. Lavish fabrics and finishes are the backdrops for Gucci’s selected pieces from Valigeria, precious leathers, décor, accessories, and high-end custom collections that include eveningwear, tailoring, and gowns. The interior brings to light the unique history of the location, echoing various eras and incarnations of Hollywood through the years – crystal chandeliers, mirrored columns, window niches, and draped curtains that lend the appearance of a theater stage… the fitting rooms are fashioned after film set scenography, as well as the dressing rooms of famous stars… reminding us once again of their mission statement; to deliver us to that private, and very personal, world.

Gucci, ever catering to their clientele, designed the Gucci Salon to be dynamic and reactive so as to give themselves the opportunity to personalize the store for each individual’s experience. No fittings are anchored, free-standing cabinetry and specially-curated furniture allow the Salon to reinvent itself for every personality. Seeking to marry the public and the private, the luxurious with the intimate, and the creation with the locale, the Gucci Salon serves as a wormhole to another world – one like the salons of history, where creative thought is to be exchanged and ideas are to be explored.   

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Photo Courtesy of Pablo Enriquez for Gucci.