Gucci has recently inaugurated the House’s first temporary museum in São Paulo’s JK Iguatemi Mall. The three-week Gucci Museo “Forever Now” exhibit replicates the Gucci Museum in Florence, a living space encapsulating its“Forever Now” philosophy that pays tribute to Gucci’s heritage while looking to the future. A gift shop will complement the exhibition spaces to create a destination location for visitors.

The “Forever Now” exhibition will boast an array of rare archival pieces on loan from the Gucci Museo within different thematic spaces inspired by the House’s signature motifs and symbols. The travel theme will feature prominently with an exhibit of trunks, suitcases, accessories and articles created for the international jet-set, whose custom helped to bring international acclaim to Gucci in the Fifties, Sixties and Seventies.

In celebration of this inaugural exhibition and Gucci Creative Director Frida Giannini’s first trip to Brazil, CEO of Iguatemi Carlos Jereissati Filho, hosted a dinner with a performance by the legendary Brazilian singer Gal Costa at the brand new Casa Jereissati. The intimate evening was attended by just over 100 people, including François-Henri Pinault and Humberto Campana. The following evening Giannini and President and CEO of Gucci Patrizio di Marco, again commemorated the first temporary exhibition with a private cocktail. Guests included Camilla Belle, Kelly Piquet, and Jeff Leatham among others.

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6-13-2014 10-45-08 AM6-12-2014 12-42-03 PM6-12-2014 12-42-19 PM6-13-2014 10-43-48 AM6-13-2014 11-11-54 AM The Cocktail Party

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 Toni Garrn and Frida Giannini

6-13-2014 11-27-47 AM Francois-Henri Pinault and Carlos Jereissati Filho

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Jeff  Leatham

6-13-2014 11-26-03 AM Kelly Piquet and Maria Sole

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Nelson and Viviane Piquet

6-13-2014 11-28-31 AM Francois-Henri Pinault, Frida Giannini, Carlos Jerreissati, Camilla Belle

6-13-2014 11-29-01 AM The Party Atmosphere

Photos by Neil Rasmus/BFA