The 1921 Gucci Café, Italian luxury and gastronomy in the heart of Shanghai
Gucci is inviting its Chinese clientele to taste Italian refinement both literally and figuratively, in a gastronomic restaurant in an exceptional setting.
In August 2015, Gucci opened a restaurant on the fourth floor of a luxury shopping centre, IAPM, in Shanghai. This setting of around a hundred square metres offers the best of Italian food in a memorable location.
An iconic venue in Asia
This project is the opportunity for the luxury brand to reach an Asian clientele by helping them get to know Gucci and its history.
Even the name 1921Gucci Café is a reference to the date the brand was created, born in pre-Mussolini Italy.
The choice of location is a strategic one: IAP, a modern building with sleek lines, is like a temple dedicated to luxury, hosting on different floors the biggest global brands: Prada, Miu Miu, Zadig & Voltaire, Dolce & Gabbana…
Located in the centre of the Chinese megalopolis, on Huaihai Lu, it is one of the busiest shopping centres in Asia and is increasingly popular amongst Chinese people. It was expanded in 2015 with the construction of a second commercial tower.
A space which shows off the colours of the brand
The 1921Gucci Café is located on the top floor of the Gucci flagship. To reach it, you need to immerse yourself in the universe of the brand, because you have to take a lift which is accessible only from the Gucci store.
Once through the doors, you discover a location that invites relaxing, whether it is with the yellow lounge chairs in the bar, on the balcony or the brown, grey and blue chairs at the tables.
The decor is in the style of the fashion house, golden touches on the walls and velvet furniture, while the Gucci logo is everywhere. It is particularly prominent on the menus, cutlery and napkins.
A tasty homage to Italy
Gucci extends the elegance to the menu, with top quality cuisine. The establishment offers a range of dishes, with famous Italian recipes created by Chef Giuliano Dacasto.
Traditional bruschetta with marinated tomatoes, seafood pasta and other specialities are delivered with an attention to detail that offers an exceptional experience, both visually and gastronomically.
Dishes are affordable, with a set menu for lunch of 150 RMB (about £17).
The opening of the 1921Gucci Café allows the brand in Asia to offer a real immersion into its universe, by allowing people to enjoy Italian luxury.