Close
Pop Up

Gucci celebrates 100th birthday with a new Shoreditch pop-up

The Italian label launches its multidisciplinary hub, Gucci Circolo, in the heart of East London

A century of iconic Italian style is certainly worth celebrating, and Gucci is not holding back. This month, the beloved fashion house unveiled Gucci Circolo, a brand new pop-up in Shoreditch, transforming a building designed by Sir David Adjaye on Whitby Street into an immersive space  that boasts a bookshop, listening lounge, cafe and – of course – boutique. Here’s everything you need to know about the new Gucci pop-up in east London.

Gucci has launched Gucci Circolo, a fashion pop-up, multidisciplinary hub and cafe in Shoreditch, east London, as it celebrates it's 100th birthday

Alessandro Michele, creative director of Gucci, knows how to celebrate a landmark occasion. Which explains why a Sir David Adjaye-designed space on the corner of Shoreditch’s Chance Street and Whitby Street has been transformed into the area’s most glamorous, “G” logo-wrapped new hotspot. Gucci Circolo marks the label’s latest exploration into creative new offerings – last month the brand debuted Gucci Vault in Milan, a new online concept that offers archival Gucci pieces alongside a roster of items from emerging young talents such as Bianca Saunders and Priya Ahluwalia. The debut assortment quickly sold out, but luckily, this new physical offering has landed on east London’s doorstep.

Gucci has launched Gucci Circolo, a fashion pop-up, multidisciplinary hub and cafe in Shoreditch, east London, as it celebrates it's 100th birthday

Gucci Circolo is much more than a boutique — amongst the dark wood-panelled Gucci’s ‘Glade Print’ wallpaper adorned rooms, you’ll find the Gucci Café, a very stylish Italian coffee spot for working, or more likely, people watching. The cafe promises to host an ongoing calendar of events, but for the musically inclined, there’s also the Listening Lounge, where you can sit back and listen to vinyls curated by the likes of collaborators including Billie Eilish, Arlo Parks, Celeste, Nick Caveand Sir Elton John, and download a special anniversary playlist to your phone.

Gucci has launched Gucci Circolo, a fashion pop-up, multidisciplinary hub and cafe in Shoreditch, east London, as it celebrates it's 100th birthday

The journey continues through this elegantly designed space. For the bookworms, a special Gucci bookstore offers a treasure trove of rare books curated by IDEA, covering the worlds of art, fashion, and photography, as well as a library of Gucci’s own hardbacks. 

Gucci has launched Gucci Circolo, a fashion pop-up, multidisciplinary hub and cafe in Shoreditch, east London, as it celebrates it's 100th birthday

Not to say that there isn’t plenty for the fashion lovers to explore. Visitors to the boutique will find the Aria collection, as well as  Gucci 100, a special one-off collection designed by Michele to commemorate the brand’s 100th birthday, comprising ready-to-wear, footwear and accessories. Plus, on November 15, the space will transform yet again with the arrival of the Hacker Project collection, which will bring to the Shoreditch spot the new Gucci/Balenciaga pieces alongside a deep dive into the brands’ mutual ‘contamination’ project.

Gucci has launched Gucci Circolo, a fashion pop-up, multidisciplinary hub and cafe in Shoreditch, east London, as it celebrates it's 100th birthday

Open now, until the end of the year, Gucci Circolo offers a creative wonderland to escape in, and over the next few months, the  space will be continually reinvented with a changing calendar of events and collections.

Gucci Circolo is open now at Whitby Street, Shoreditch, E1 6JT
gucci.com

RECOMMENDED
Subscribe to our curated London guides for the very best in contemporary culture across the capital. Plus the latest style and beauty news and reviews