Demna prepares his first design exhibition for Gucci, set to debut during Milan Design Week and Fuorisalone 2026. Titled Gucci Memoria, the project will take place at the 16th-century Chiostri di San Simpliciano and open to the public from April 21 to 26, with a press preview scheduled for April 20. The exhibition marks a new chapter in Demna’s role as artistic director, following his recent runway work for the house.
EXHIBITIONS
Gucci describes Memoria as a symbolic retelling of its 105-year history, presenting different facets, transformations, and creative expressions developed over time. The exhibition invites visitors to move through a narrative that connects past and present, using space and structure to guide the experience. While the brand has yet to share full details, it frames the project as an immersive format that expands its presence within Milan Design Week.
Demna presented his first runway show for Gucci in February, setting the tone for his direction within the brand. Memoria extends that momentum into a design context, placing his work within a different format. The exhibition continues Gucci’s ongoing involvement in Milan Design Week. In April last year, the house presented Gucci | Bamboo Encounters during Fuorisalone, focusing on bamboo as a recurring material within its history. The exhibition brought together artists and designers who approached the theme through reinterpretation and material exploration.
Milan Design Week and Fuorisalone continue to expand in scale and influence, drawing a large international audience each year. The Salone del Mobile fair will run from April 21 to 26 at the Rho fairgrounds. Fuorisalone and the wider Design Week program will run concurrently across the city.
With Memoria, Demna approaches Gucci through a design-focused format, using the exhibition to explore its history and evolution. The project introduces a new way of presenting the brand, connecting its past developments with its present position during one of the most active weeks in the global design calendar.
