GG Goes West
Milan, New York and… Perth! Gucci opens its newest refurbished flagship store in Raine Square.
Words ELIZABETH CLARKE • Imagery JODY D’ARCY
Gucci boasts a rich and enduring history, from the timeless appeal of the horsebit loafer to the double GG logo, which pays homage to the brand's founder, Guccio Gucci.
Despite its hugely influential presence in the fashion world, each creative director's era at Gucci has been marked by a distinct aesthetic while staying true to the brand's core values.
During Tom Ford's tenure in the mid-90s, he infused the brand with a sense of steamy Hollywood opulence that resonated with the spirit of that era. Similarly, Sabato De Sarno's appointment last year, succeeding Alessandro Michele, signifies a shift from maximalist glamour and chic eccentricity to clean cuts and understated luxury that celebrate Gucci’s house icons, craftsmanship, and cutting-edge innovation.
Along with the brand’s renewed fashion focus, its global boutiques are also getting a reboot starting with Gucci's Monte Napoleone store in Milan and Gucci Wooster in New York City. Its newest location in Perth’s uber-stylish Raine Square precinct follows the same aesthetic but with a distinctly West Australian flavour – an all-over motif inspired by the state’s iconic black swan. Embracing the store’s beautifully restored facade alongside a vast LED panel that wraps around the rotunda, black feather cut-outs strike a contemporary note with a strong statement on its corner location.
Spanning almost 410 square metres with soaring ceilings, Gucci Perth showcases men’s and women’s ready-to-wear fashion, handbags, shoes, jewellery, eyewear and fragrances. Although the brand is over a century old, its new store rollout boasts sleek modernity alongside classic touches, genius colour application, and unapologetic luxury. Optical marble flooring inspired by designs in historic buildings flows throughout the spaces, each piece individually cut in Italy and carefully assembled in-store. Sleek brushed steel countertops alongside built-in displays, inspired by luxurious walk-in closets and ivory boiserie, provide elegant backdrops for the brand’s newest offerings.
Vivid shades of acid green and chartreuse carpeting zone different areas of the floor plan, and rich design elements add stylish touchpoints, including B&B Italia’s signature Camaleonda modular sofas. Gucci’s new ‘it colour’, Rosso, a rich shade of oxblood, is used throughout. Introduced by the creative director at his inaugural spring 2024 collection, it takes its cues from the burgundy in Gucci’s tri-stripe motif and the lining of the brand’s iconic 1960s Jackie handbag. The dressing rooms exude 70s glamour, with thick plush carpet covering the walls that provide a backdrop for transparent chartreuse furnishings and hardware.
The boutique was designed using LEED guidelines, the international green building certification system recognised as a benchmark for industry excellence in sustainability. It incorporates eco-friendly initiatives and energy-efficient technologies, ensuring that Gucci's luxury experience is not only beautiful but planet-friendly too.
GUCCI Perth
T.34.1, Raine Square, 306 Murray Street
Have you read?
