It brings to life for the first time the design that served as the backdrop for Demna’s spring 2027 show.

Barely a month after debuting its new store concept as the set for Demna’s spring 2027 show, Gucci has brought the design to its first location: Avenue Montaigne in Paris. From the materials to the fixtures and visual merchandising, the simulated, life-sized flagship erected in a Milanese convention center for the show has been brought to life.

The boutique at number 56 replaces Gucci’s previous unit two doors down and marks the launch of a global rollout, with redesigned locations set to bow in London, Shanghai and Chengdu by yearend.

For Francesca Bellettini, it meant translating Demna’s new vision for Gucci in record time. She was named president and chief executive officer of the Italian house in September 2025, and the designer’s first full collection landed in stores at the beginning of this year.

Parent company Kering had acquired the building in 2023, before forming a joint venture with Ardian that gave the private equity firm a majority stake in a portfolio of prime real estate assets, including the Avenue Montaigne location. When Gucci snagged the space, Bellettini knew she had to move fast.

“We were very confident in what we were doing and given that we had the real estate opportunity to relocate the store, we didn’t want to miss the chance to open Avenue Montaigne,” she said during a walk-through.

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