Gucci Visions debuts at EMSPHERE, Bangkok
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Gucci Visions debuts at EMSPHERE, Bangkok

The House is proud to present Gucci Visions at EMSPHERE, Bangkok, taking visitors on a playful journey into the decade-defining creativity and masterful craftsmanship that lies at the very heart of the brand.

"We are delighted to present Gucci Visions here in Bangkok, a city known for its vibrant fashion scene. This immersive exhibition offers a panoramic view of the House’s 103-year history and is the first in Southeast Asia, after its successful debuts in Florence and Tokyo. Our ambition is to bring Gucci closer to the heart of Asia, where visitors will be able to experience Gucci’s power of creativity through a display of iconic designs and rich Italian legacy."

Emmanuel Delrieu, President of Gucci South Asia and Pacific

Offering a panoramic view of the House’s 103-year history, Gucci Visions is a living tribute to its signature designs and iconic emblems, as well as the talents of its Creative Directors and artisans over the years. By exploring Gucci’s heritage codes, the exhibition reveals the House’s ever-present belief in the power of creativity, and its absolute dedication to the Italian craftsmanship behind the designs on display.

Following its successful debuts in Florence and Tokyo, Gucci Visions arrives at EMSPHERE, Bangkok. Comprising six meticulously curated themed rooms, the exhibition represents different facets of the House’s unique story. Visitors embark on a journey through the House's rich history, guided by an illustrated timeline. This chronicle of key dates, events, and influential figures serves as a backdrop to the immersive experience.

On hand to welcome guests were Gucci’s top regional executives, Emmanuel Delrieu, President Gucci South Asia & Pacific; Daniel Bombardi, General Manager Thailand & Vietnam; and Sheryl Tam, Vice President, Brand & Customer Engagement Gucci South Asia & Pacific. They were joined by all three of Gucci’s Brand Ambassadors for Thailand – “Mai” Davika Hoorne, “Gulf” Kanawut Traipipattanapong, and “Billkin” Putthipong Assaratanakul.

Guests included top celebrities in the entertainment industry in Thailand, including Anne Thongprasom, “Gemini” Norawit Titicharoenrak, “Namtan” Tipnaree Weerawatnodom, “Freen” Sarocha Chankimha, members of BUS band, “Khulpol” Pongpol Panyamit, “Peem” Wasupon Pornpananurak, “Copper” Dechawat Phondechaphiphatand “Phu” Tatchai Limpanyakul.

They were joined by a large contingent of leading artists and fashion influencers from the Asia-Pacific region, such as actors Liza Soberano from the Philippines, Chi Pu from Vietnam, Rebecca Lim from Singapore, Scha Alyahya and Awal Ashaari from Malaysia; musicians Mahalini from Indonesia and James Reid from the Philippines; as well as fashion influencers Petra Mac from Australia and Nicole Mehta from India

Allowing exploration in any order, each space unveils a different facet of the House's evolution, highlighting signature themes and icons such as the Bamboo bag, the GG monogram, and the Flora pattern. Through this exhibition, guests are invited to unravel the origins and significance of these iconic elements, understanding their integral role in Gucci's enduring allure. From heritage-inspired luggage catering to

modern travelers to exquisite gowns donned by celebrities over decades, each room presents a unique perspective. This bold venture underscores Gucci's commitment to pushing boundaries and embracing new frontiers. A carefully curated selection of bags, luggage, and garments serves as a testament to Gucci's artistic legacy, bridging generations of creativity. From the original vision of Guccio Gucci to the trailblazing contributions of his sons and the transformative leadership of Creative Directors, the exhibition weaves together the past and the present of the House celebrating the different chapters of Gucci's history.


Flora celebrates this iconic motif, originally envisioned by Italian artist, set designer, and illustrator Vittorio Accornero de Testa for the House in 1966. First introduced on a silk scarf, this delicately naturalistic pattern depicts the four seasons through various species of flowers, plants, and insects marking the arrival of a constant source of inspiration for the House. Over the years, the enchanting Flora pattern has been reimagined in ready-to-wear collections, handbags, accessories, jewellery, and signature Gucci eau de parfum. Today, the timeless bouquet of lilies, poppies, anemones, tulips, and irises, along with butterflies, dragonflies, wasps, grasshoppers, and beetles, continues to symbolise the House’s love of nature and serves as a metaphor for its ever-blossoming, ever-evolving creativity.


The Gucci Bamboo 1947 bag exemplifies the House's non-traditional approach to craftsmanship, showcasing one of its most unique expressions of artisanal ingenuity. This distinctive material choice was inspired by Vasco Gucci, Guccio Gucci's fifth son, and his love for walking sticks. After rounds of experimentation, bamboo was introduced for the handle of the new saddle-shaped bag. In 1947, bamboo made its debut in Gucci's Florentine workshops, where it was forged by a flame into a uniquely curved handle with a glossy patina, each handle having its own hue and contour.

This innovative design quickly captured the attention of Hollywood's top stars and became a signature emblem of the House's craftsmanship. Since its inception, Gucci and its Creative Directors have reimagined the bamboo detail in various contexts, from belt buckles to statement heels, yet the Bamboo 1947 bag has remained the most famous and coveted iteration. It stands as a testament to how the House transformed necessity into invention and invention into embodied elegance, solidifying its reputation as an innovator in craftsmanship and luxury.


When Gucci was founded in 1921, it focused on "English luggage," a vision inspired by Guccio Gucci's travels to London over two decades earlier. As a teenage porter at The Savoy, one of the city's most luxurious hotels, Guccio immersed himself in international high society. Observing this elite culture, he learned what the international jet set demanded from the finest luggage and how these items symbolised taste and status.

Returning to Florence with expanded horizons and visionary ambition, Guccio dedicated himself to mastering leather craftsmanship, laying the foundation for the House that would bear his name. Over a century later, Gucci continues the creative journey its founder began. Drawing on a legendary past while looking to the future, the House's bags and luggage push the boundaries of what travel can bring to one’s life.


Icons honour the Bamboo 1947, the Horsebit 1955, and the Jackie 1961 bags, representing the House’s most iconic designs—pure expressions of Gucci’s creativity and craftsmanship in the way their individual stories continuously capture the spirit of the times.

In 1947, Gucci introduced its first iconic handbag featuring a curved bamboo handle, marking the beginning of a legacy of ingeniously designed bags.

Following this landmark creation, the reinterpretation of the Horsebit emblem, which initially graced loafers in 1953, made its debut on bags in 1955. The current Horsebit 1955 handbag collection pays homage to its archival predecessor from 1955, featuring the same iconic hardware, while drawing inspiration for its silhouette from a rectangular bag style popular in the 1970s.

Similarly, the narrative of the Gucci Jackie 1961 traces back to 1961, when a distinctive crescent-shaped bag featuring a piston closure was immortalised in the House's 'artisans' notebook'.

Across the decades, various Creative Directors have reinterpreted these original designs through a contemporary lens, ensuring that they not only pay homage to their predecessors but also resonate with audiences spanning generations. Gucci Visions presents a stunning display of over 200 variations of these three iconic Gucci handbags, arranged on mirrored shelves to showcase the boundless creativity of the House.


Stars celebrates Gucci's enduring connection with dignitaries, celebrities, and cultural influencers over the past century. Guccio Gucci's early encounters with high society at The Savoy hotel in London to the brand's embrace by Hollywood and the international elite in the 1950s and 1960s, to its iconic status as a symbol of glamour in the following decades. With the dawn of the digital age in the 1990s, these relationships expanded and diversified, reflecting the evolving landscape of celebrity culture.

In the Stars exhibit, mirrors and digital screens create an immersive experience, enhancing the impact of curated bespoke gowns on display. Each gown, tailored for a prominent figure from film or music, embodies the enduring connection that Gucci maintains with the ever-evolving realm of celebrity culture. Notably featured is a gown worn by Gucci's inaugural Thailand ambassador, Davika Hoorne, at the 2023 Gucci Art Lab Event in Bangkok. This made-to-measure, unlined black iridescent gown, adorned with plisse and an embroidered brooch, along with a fixed belt, epitomises Gucci's dedication to craftsmanship and individuality.


The Fashion room showcases a curated selection of decade-defining looks, handpicked from the Gucci Archive, located in Florence at Palazzo Settimanni.

The Archive serves as a treasure trove for the House's Creative Directors, offering not only inspiration but also a platform for ongoing design dialogues spanning multiple generations. It's a space where Gucci's distinctive codes are born and reimagined: from the iconic Flora pattern adorning '60s silhouettes to Tom

Ford's renowned sensuality, featuring lace designs and innovative interpretations of the Gucci Jackie bag; from Frida Giannini's sophisticated femininity and 1970s-inspired ensembles to Alessandro Michele's acclaimed campaigns, including his early collections and the Aria campaign showcasing the emblematic GG pattern and Web Stripe.

From equestrian motifs to Sabato De Sarno's Gucci Ancora debut collection, where signature pieces like the Bamboo bag and Horsebit loafer are revitalised with a contemporary twist, the Archive remains a cornerstone of the House, constantly evolving to enrich a timeless vision of quality, beauty, and craftsmanship.

Across these six rooms, the Gucci Visions exhibition creates an inspiring and enriching journey that demonstrates how Gucci has remained at the pinnacle of creativity and luxury quality for over a century as its iconic designs and progressive ideas not only mirror the times, but also define them.

The launch event and the journey through the universe of Gucci’s visionary history ended on a high note with an exclusive after-party where guests let their hair down to the beat of top deejays. The highlight of the after-party was a special performance by Gucci’s Brand Ambassador, singer and actor “Billkin” Putthipong Assaratanakul, who entertained audiences as he sang with a full backup band normally reserved for a concert stage only.

Gucci Visions exhibition in Thailand will be open for public viewing from June 9 to July 21, 2024, at EM GLASS, G floor, EM TOWER, EMSPHERE Shopping Center.

For the general public who wish to view the Gucci Visions exhibition, simply make a reservation online at or LINE Official Account: @GUCCITH

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