MILAN — Gucci will stage its cruise 2024 on the Gyeongbokgung Palace in Seoul on May 16. The show, which was originally scheduled for May 15, marks the brand’s 25 years within the country as Gucci opened its first store in Seoul in 1998.

The show will probably be held in front of Geunjeongjeon, the essential hall of the Gyeongbokgung Palace, known for being the essential venue for royal ceremonies and for receiving foreign dignitaries in the course of the Joseon Dynasty (1392 to 1910).

The cruise collection is designed by the in-house team as newly appointed creative director Sabato De Sarno’s first designs for the brand will bow in September, following the exit of Alessandro Michele in November.

“Gucci was born in Florence, surrounded by history, art and craftsmanship, and from there it began a journey to bring the home’s vision of beauty across the globe,” said Marco Bizzarri, president and chief executive officer of Gucci.

He highlighted the ever-increasing strength of Gucci’s relationships with local communities and its support of local talents, projects that include the preservation of a rustic’s heritage. On this case, Bizzarri underscored that Gyeongbokgung Palace “is one in all those wonders of the world that made us feel an fast reference to Korean culture and the individuals who created it — Florence and Seoul, Italy and Korea, to date away on the map but so close within the creation of wonder.” The placement will assist in “celebrating the past, as inspiration for the longer term.”

Last yr, as a part of an agreement with the Cultural Heritage Administration, Gucci unveiled a three-year commitment to support the conservation and restoration of the Gyeongbokgung Palace, also referred to as The Palace Greatly Blessed by Heaven.

Choi Eung-chon, head of the Cultural Heritage Administration in Korea, said the location “was not only the essential royal palace of the Joseon Dynasty but additionally a middle of great developments in science, literature, architecture, and art, including the creation of Hangul (the Korean alphabet) and the advancement of astronomy. We hope the collaboration with Gucci will help the world discover the true charm of Gyeongbokgung Palace much more, where the past and present coexist.”

In November last yr, Gucci needed to call off its repeat Cosmogonie show in Seoul following the tragic Halloween crowd crush in the town that killed greater than 150 people and left dozens injured on the night of Oct. 29. The Gyeongbokgung Palace was the venue of alternative also for the Cosmogonie show, a repeat display of the gathering unveiled in May 2022.

Within the lead-up to the canceled show, Gucci signed Hanni, lead singer of NewJeans, as its newest brand ambassador. The K-pop star joined other local ambassadors including “Squid Game” actor Lee Jung-jae and musical artist Kai.

In one other development within the country, Gucci has opened its fourth Gucci Osteria outpost within the Korean capital, on the highest floor of its Gaok flagship situated within the Itaewon district.

Before the COVID-19 pandemic hit, Michele had chosen unique locations for Gucci’s then-called cruise collections: Arles, France, on the Alyscamps Roman necropolis, classified as a UNESCO World Heritage site in 1981, for the cruise 2019 show. Before that, the shows were held in other culturally significant locations, including Latest York’s Dia Art Foundation, Westminster Abbey’s cloisters in London, Palazzo Pitti’s Palatina Gallery in Florence and the Capitoline Museums in Rome. Gucci committed to preserve these storied sites.