The House celebrates its return to Monaco with an immersive Flora-inspired installation at La Rose des Vents Monte Carlo
Gucci has returned to Monaco with a seasonal takeover of La Rose des Vents Monte Carlo, transforming the beach club into an immersive expression of the House’s iconic Flora motif. To celebrate the occasion, Gucci hosted a special gathering on June 6, welcoming guests and friends of the House to mark the launch of the summer activation.
The takeover, which began in May and will continue through October, extends Flora beyond the wardrobe and into the surrounding environment through color, pattern, and decorative details. One of Gucci’s most enduring visual signatures, the motif was originally created in 1966 by illustrator Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco. Conceived as a richly detailed composition featuring blooms rendered in 37 distinct colors, Flora first appeared as a silk scarf before becoming a recurring element of the House’s design language.
This year marks the motif’s 60th anniversary, lending additional significance to Gucci’s return to Monaco. The project draws a direct connection between the House’s contemporary presence in the principality and the historical origins of Flora, a design whose creation remains closely tied to Princess Grace and Monaco’s cultural history.
To accompany the activation, Gucci has introduced a special selection available exclusively through its Monte Carlo boutique and on Gucci.com. The offering includes ready-to-wear and accessories rendered in shades of red, creating a focused expression of the House’s seasonal aesthetic.
The Monaco project forms part of Gucci’s wider summer retail program, which includes dedicated seasonal assortments and destination experiences across resort locations in Forte dei Marmi, Porto Cervo, Capri, Ibiza, Mykonos, Formentera, Saint-Tropez, and Cannes. Together, these initiatives extend the atmosphere of the House’s latest summer campaign while reinforcing its connection to some of the Mediterranean’s most prominent holiday destinations.
By revisiting the origins of Flora in Monaco, Gucci links one of its most recognizable design codes with a location that helped shape its history, bringing the motif’s legacy into a contemporary summer setting.
