An immersive exhibition tracing the house’s past, present and future.
A New Chapter for Gucci at Fuorisalone
Gucci is set to unveil “Memoria,” Demna’s first exhibition for the house, during Milan Design Week 2026. Taking place at the historic San Simpliciano monastery in the Brera district, the show will run from April 21 to 26, aligning with Fuorisalone’s citywide program. The project follows Demna’s highly talked-about runway debut earlier this year, marking his expansion into Gucci’s design and cultural programming.
Revisiting 105 Years of History
“Memoria” is described as a symbolic retelling of Gucci’s 105-year legacy, exploring the brand’s evolution through different eras, identities and creative shifts. Rather than presenting a straightforward archive, the exhibition is designed as an immersive experience, inviting visitors to move through a narrative that connects past and present in a more fluid, emotional way.
Fashion’s Growing Presence in Design
Gucci’s continued involvement in Milan Design Week reflects a broader shift within the luxury industry, where fashion houses are increasingly investing in design, homeware and experiential spaces. Following previous showcases like “Design Ancora” and “Bamboo Encounters,” “Memoria” positions Gucci at the center of this expanding conversation, as Milan prepares to welcome hundreds of thousands of visitors for one of the year’s biggest global design events.
