The show unfolded within the anatomy of the House. In the inner sanctum of the Gucci Hub, elevators transported the collection through the building to the runway, illustrating the creative process behind any new proposition: from the archives where concepts ignite, through the ateliers where ideas develop, to the runway where new expressions manifest. Surrounded by seats crafted in innovative Demetra material, spherical podiums represented the collaborative circularity at the heart of Gucci’s creative community. An obscure yet familiar soundscape triggered the memory, evoking eras and attitudes that materialise in contemporary guises as a reflection of the collection itself. The premise was personified by an ensemble cast that spans the recent eras of the House, from the 1990s to the 2010s and today.