Gucci Announces Demna's First Milan Design Week Exhibition "Memoria"
Following up on Gucci’s 2025 “Bamboo Encounters,” the exhibition opens to the public on April 21, in the Brea district.
Summary
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Demna is set to debut “Memoria,” an immersive Gucci exhibition at Milan’s San Simpliciano monastery, bridging the house’s 105-year history.
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Open April 21–26 during Fuorisalone, the showcase follows Demna’s star-studded runway debut and signals Gucci’s growing dominance in the luxury homeware and design space.
Demna‘s late February runway debut for Gucci generated enormous buzz with all-star casting, from Fakemink to Kate Moss, and striking visuals, including massive Roman sculptures. In a close follow-up, the former Balenciaga Creative Director is pivoting his attention to the realm of design as Milan Design Week approaches. The brand has announced that Demna will present his first exhibition for Gucci at the Furiorsalone attendees this April.
Already the global trade hub for architecture, interiors, and design, Milan Design Week is exponentially drawing more attention, along with visitors from outside the trade. In recent years, Gucci has upped its presence at Milan Design Week, too, showing a dedicated exhibition in 2024 titled ‘Design Ancora” and then in 2025 showing “Bamboo Encounters” last year.
This year, Demna will debut “Memoria” inside the 16th-century San Simpliciano monastery. Nestled in the heart of the Furiorsalone action in the Brea district, the showcase will be open to the public from April 21 to 26. According to WWD, Gucci shared that “the exhibition will offer a symbolic retelling of the house’s 105-year history, reflecting its many facets, transformations, and creative expressions,” and that it “invites visitors to experience an immersive narrative that bridges past and present.”
Per 2026 estimates, this edition of Furiorsalone is expected to draw an international crowd of approximately 500,000 visitors. Recent editions have seen upped participation from fashion industry titans, who are increasingly dipping their toes in homeware and hospitality, like Gucci’s peers, Hermes and Prada.
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