Luxury-Branded Beach Pop-Ups

Gucci Debuts a Pop-Up at La Rose Des Vents Monte Carlo

Gucci has launched a seasonal pop-up experience at La Rose des Vents Monte Carlo — a beach club on the Monaco coastline. The luxury House is taking over the space from May through October to celebrate its historic connection to the principality and the 60th anniversary of its iconic Flora motif.

Gucci's immersive installation at La Rose des Vents Monte Carlo transforms the interiors of the venue with the abundant, colorful floral design that was originally conceived in 1966 by Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco. This motif first appeared on a silk scarf in 37 distinct colors and has remained a central element of the brand's visual identity ever since.

In conjunction with the physical takeover, Gucci has released a special capsule collection of ready-to-wear and accessories, rendered predominantly in shades of red.

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