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Gucci’s centenary celebrations continue with Gucci Circolo, pop-up shops exclusive to Berlin and London.

In Germany’s capital, the fashion house took over an industrial building in Kreuzberg, outfitting it with an interactive photo booth and a “listening lounge,” respective nods to the city’s famed outdoor photo booths and vibrant music scene.

Meanwhile, in homage to London’s historic bookstores, Gucci opened a library-inspired pop-up in Shoreditch, a neighborhood vital to the city’s youth culture. Outfitted in partnership with IDEA, a British bookseller beloved for its collection of fashion magazines and photography books, the space features a curated selection of rare fashion and art volumes.

Both shops offer retail experiences, too. Customers can peruse the “Gucci 100” collection, a range of ready-to-wear, footwear, and accessories designed in honor of the house’s 100th anniversary.

And of course, the label’s legendary “Aria” collection — famously “hacked” by Balenciaga — will also be on display.

2021 has been quite the year for Gucci. The house hasn’t shied away from launching multiple centenary celebrations, including Gucci Vault — an online concept store offering archival pieces — and a Hot Wheels collaboration, a collectible model of Gucci’s co-designed Cadillac Seville from 1979.

The Italian house has more than just its anniversary to celebrate: in September, Gucci Osteria da Massimo Bottura — a restaurant atop Gucci’s Rodeo Drive store — was awarded a Michelin star. Later this month, the eatery will open a location in Tokyo.

Clearly, Gucci is having a red-letter year. Next up for the house: on November 3, Michele will host an in-person runway show in Los Angeles, the first time the label has shown a collection in the U.S. in six years.


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