Official Information
Official website: https://palazzogucci.gucci.com/
Online tickets: on site only tickets (officially).
Address: Palazzo della Mercanzia, Piazza della Signoria 10, 50122 Firenze (FI), Italy
Map: View on Google Maps
Opening Hours
According to official tourism information, Gucci Garden is generally open daily with extended hours (around 10:00–19:00 or 20:00 depending on season), with possible variations for events and holidays. Check the Gucci Garden page on the official Gucci site or the Feel Florence tourism portal for exact current times.
Gucci Garden, housed in the historic Palazzo della Mercanzia on Piazza della Signoria, is a hybrid between fashion museum, contemporary exhibition space and concept store run directly by the Gucci maison. It grew out of the original Gucci Museum opened in 2011 and was reimagined in 2018 under creative director Alessandro Michele and fashion curator Maria Luisa Frisa as a kind of living archive. Inside, the Gucci Garden Galleria unfolds across themed rooms rather than a traditional chronological museum layout. Spaces like Guccification, Paraphernalia, Cosmorama and De Rerum Natura mix vintage pieces from the archives with recent runway looks, advertising campaigns, sketches and specially commissioned artworks. Instead of glass-cased relics, you get immersive environments where clothing, accessories, video and graphics are combined to tell stories about identity, travel, nature and the evolution of the brand. Installations change periodically, so repeat visits can feel quite different. The approach is playful and layered, with nods to Renaissance Florence, pop culture and surrealism, so even visitors who are not hardcore fashion fans often find it visually engaging. Beyond the galleries, Gucci Garden includes a boutique selling items and collaborations available only here, plus the Gucci Osteria restaurant run with chef Massimo Bottura, which has earned its own critical acclaim. For travellers, the museum works on several levels: as a window into how a heritage Italian brand uses its history; as contemporary design and graphics showcase; and as an unusual way to experience an important medieval building whose loggias once served as a commercial court. A visit typically takes about an hour for the exhibition areas, more if you stop in the boutique or book a meal at the Osteria. Because it is in the heart of the historic centre, you can easily combine it with Palazzo Vecchio, the Uffizi or simply a stroll around Piazza della Signoria. It is especially appealing for visitors interested in fashion, design and how modern luxury houses curate their own myths, offering a sharp contrast to Florence’s more traditional museums while still being rooted in the city’s artisan past.