Discover Gucci's new global window concept called 'Endless Narratives,' which will be rolled out globally across the brand's store network.
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EXCLUSIVE: Discover Gucci’s New Global Window Concept
CEO Stefano Cantino explained the reasoning behind the project, dubbed "Endless Narratives."
MILAN — Walking by Via Montenapoleone or Milan’s luxury shopping arcade Galleria Vittorio Emanuele II, it’s hard to miss
Gucci’s new window displays.
The Italian brand on Wednesday rolled out its new global window concept, dubbed “Endless Narratives.”
Surrounding a
Jackie bag, for example, high, mirrored and lacquered bookcases in a new bluish-green hue stand in the windows displaying different objects, books, artifacts, and miniature replicas of classical statues and
Gucci’s archival bookends, creating an intriguing perspective thanks to the play of light and mirrors. These expand the space visually, contributing to the sense of an unfolding narrative, reflected “into infinite possibilities,” said
Gucci’s chief executive officer Stefano Cantino in an exclusive interview.
The windows are an invitation to lean closer and discover the objects. Cantino said “Endless Narratives” marks a shift in Gucci’s “approach to retail displays, transcending tradition to transform static showcases into immersive, dynamic narratives that foster deep engagement and cultivate lasting connections. By immersing Gucci’s iconic pieces and seasonal collections against a backdrop where objects and ideas converge, we create a platform that enhances product storytelling.”
The executive, who took on the role of CEO on Jan. 1, said that the project “challenges the boundaries of luxury retail, reaffirming
Gucci’s ability to seamlessly blend tradition with innovation — timeless in its expression, yet forward-thinking in its vision.”
“Endless Narratives” is a cornerstone of the house’s new communication strategy, aligning with its most recent product and brand campaigns, including, for example, the
cruise 2025 ads fronted by Debbie Harry, Kelsey Lu, Alaato Jazyper, and Yanan Wan, conceived by creative director Sabato De Sarno and photographed by Nan Goldin in London. The ads focus on the Blondie bag that dates back to 1971.
Cantino highlighted the cultural relevance of this most recent project, celebrating Gucci’s “unparalleled creativity and our unique ability to engage in meaningful dialogue with culture, art and design. Through the integration of elements such as our archival silverware, architectural references and artistic collaborations, we honor timeless beauty while reaffirming our position as a cultural leader. This concept bridges our rich heritage with a forward-looking perspective, drawing from the values and innovations that have defined our recent campaigns, and charts a clear path forward — firmly grounded in the legacy that continues to define Gucci.”
“Endless Narratives” includes a collaboration with Italian artist Luca Pignatelli. Working with sugar-lift and collage techniques, his limited-edition series of 80 artworks draws on historical and architectural references and transforms “ordinary materials into objects of profound meaning. The artist’s exploration of historical and architectural references aligns perfectly with the display’s focus on timelessness and evolution, where every object, like Pignatelli’s art, invites infinite interpretations,” said Gucci.
“This is a highly significant branding project. We present a more institutional image that places the spotlight on the Gucci brand and its identity. With these windows, the focus is on Gucci, reaffirming its place as a luxury brand that has defined excellence since 1921 and is poised to continue shaping the industry for the next 100 years,” Cantino explained. “The concept allows the windows to be highly eclectic, while the bookshelves provide a distinctive platform to narrate the story of the Gucci universe.”
Gucci has a network of more than 500 directly operated stores and the rollout plan of the new windows will take place in multiple phases with the units in New Bond Street in London and in Rue Saint-Honoré in Paris aligned with Milan.
By January, the windows will be installed elsewhere in Europe and in the Middle East, North America, Latin America, Japan, Korea, and select stores in Australia and New Zealand.
“One of its most transformative elements is the concept’s adaptability to local contexts,” said Cantino. “Each Gucci window becomes a dynamic canvas, reflecting the cultural richness of its surroundings while maintaining a cohesive global narrative. This approach enables us to forge unique connections with our clientele, wherever they are, amplifying the resonance of the Gucci brand worldwide.”
In February, the concept will extend to China, including the Hong Kong and Macao units, and additional stores in Australia and New Zealand.
“For the first time, the new windows concept will be implemented across more than twice the number of stores as in the past, extending this concept to nearly our entire network,” said Cantino. “It’s a significant message, designed to resonate and make an impact across all latitudes.”
Evolving periodically across Gucci boutiques worldwide throughout the year, the “Endless Narratives” concept will adapt slightly in each location, changing the objects on display together with the products and collections, ensuring the concept remains fresh.
Cantino, a veteran of Louis Vuitton and
Prada Group earlier, succeeded Jean-François Palus and reports to Francesca Bellettini, deputy CEO of parent
Kering in charge of brand development. He first joined
Gucci in May as deputy CEO and has a seat on
Kering’s executive committee.
