Decoding an Icon: Gucci Announces New Exhibition In Shanghai

Though Gucci is undergoing massive change, the brand has not forgotten its roots. First introduced in 1947, the Gucci Bamboo bag quickly became a tradition within house codes. To honor its legacy, the brand will stage an exhibition in Shanghai titled “Gucci Bamboo: Decoding an Icon.” The experience, curated in partnership with the interdisciplinary design firm 2050+, will trace and unveil the bag’s history through immersive installations and artistic collaborations.

The exhibit, hosted at Sunke Villa, will also honor bamboo’s historical significance in Chinese culture. The material symbolizes perseverance, integrity, humility, and discovery, and installations will explore the plant as a significant artistic medium.

The launch comes fresh off the heels of Gucci’s controversial creative director announcement last week. In a seemingly surprise move, Demna will be leaving Balenciaga after nearly a decade with the brand. There has been no official announcement regarding his Gucci runway debut, but customers and critics quickly criticized if the Georgian-born designer’s controversial aesthetic would be a successful fit. Immediately following the news, Kering shares fell 12%, however, Kering executives remain confident in Demna’s ability to modernize the past while still honoring the house’s legacy.

The “Decoding an Icon” exhibit will be open to the public and free of charge from March 28 until April 6. Visitors can make advanced reservations via WeChat.