Gucci transforms Milan’s Galleria with a dazzling tree-shaped installation of 78 signature gift boxes
Gucci has redefined the traditional Christmas tree, unveiling a distinctive installation at Milan’s iconic Galleria Vittorio Emanuele II. The Kering-owned fashion house replaced Swarovski as the sponsor, presenting a tree composed of 78 gift boxes sealed with Gucci’s iconic Horsebit buckle. Lit in white and silver tones and adorned with the brand’s logo, the boxes were illuminated in a ceremony hosted by Milan’s Mayor Giuseppe Sala and Gucci’s CEO Jean-François Palus, among others. The gift box motif will extend to Gucci store windows and interiors globally, with some materials donated to ForMattArt, a cultural association supporting social initiatives.
Beyond the Galleria, Gucci is contributing to the festive spirit by partnering with ForMattArt to illuminate Milan’s Corvetto neighborhood. The initiative, unveiled on World Children’s Day, aims to enhance semi-peripheral areas of the city, with a focus on social solidarity and education. Gucci, committed to community engagement, is also beautifying school entrances in the district and involving children in artistic workshops centered on the theme of children’s and adolescents’ rights. This broader effort aligns with Gucci’s vision of making Christmas special for the Milanese and fostering a sense of community.
During the tree lighting ceremony, Milan’s Mayor Giuseppe Sala expressed gratitude to Gucci for not only decorating the Galleria but also for its involvement in the Corvetto district. Sala emphasized the importance of large companies giving back to the community, urging them to contribute beyond brand promotion. The mayor highlighted the significance of festive occasions as opportunities to reflect on solidarity and communal well-being, aligning with the Milanese spirit of caring for others and fostering a sense of shared responsibility.
