A trip to the Victorian gardens that celebrate Gucci’s 100th anniversary. The Alchemist’s Garden 1921 blends Alessandro Michele’s beloved history with a modern twist. Behind the name of the perfume: 1921, a far more profound story has unfolded since the creation of the house. The abduction to old pharmacies where curious preservative jars convey an almost eerie feeling was the great source of inspiration for the bottle in which the fragrance is housed. In homage to Gucci’s founding city of Florence, each of the fragrances’ base substances is made of Neroli flower mixed with Limone Cedrato fruit. The collection of Eaux de Parfum, Perfumed Oils, and Acque Profumate, developed by master perfumer Alberto Morillas,bursts with magic and imagination. As a result of the fusion of Neroli flowers, Limone Cedrato, and substances such as oakmoss, the fragrances take on an earthy, lush, forest-like quality. Beyond that, the viewer is caught up in the nature that reflects the mystique of the Alchemist’s Garden. Timelessness bubbles down the neck of the bottles. Suitable for all seasons, with its gender-neutral note, the fragrance is suitable for all genders. The feelings the fragrance exudes are greatly enhanced by the appearance of the bottle. The transparent green apothecary glass is adorned with golden Gucci lettering and ornaments of the Alchemist’s garden.
Growth, strength, and everlasting beauty heralded by a wreath. The whole way in which the bottle is packaged and presented radiates royal impressions through the filigree lettering and ornaments of the mythical garden. It is no longer about pompous halls decorated with opulent pieces of furniture. The new focus of the campaign is untainted nature. Foliage, plant cuttings, and antique glasses surround the bottles intensifying the feeling of being part of nature. The whole scene, which celebrates the 100th anniversary of Gucci, indicates many more experiments to come and launches today.
Photography by Colin Dodgson
Art Direction by Christopher Simmonds