Gucci revamps its Paragon store offering 10,000 square feet of branded paradise

If the spirit of Gucci’s current milieu could be embodied in space, its renovated flagship boutique in Paragon would be just that. Everything across the palatial 10,000 square feet retail space screams, “it’s all Gucci, baby”, and Alessandro Michele’s idiosyncratic blueprint can be spotted everywhere you turn.

It’s not hard to figure out why. The creative director himself was the mastermind of the concept and façade of the boutique, so the same hybrid of whimsy, borderline kitsch and the too-cool-for-school edginess that pervade Gucci’s wares now stylises its Singaporean venue.

There are two sprawling floors to canvass once you’ve walked in. The first is an arena dedicated to accessories and Gucci’s home décor collection. Shades of pastel pink don the walls, with dark wood Victorian-style tables, shelves and cabinets exhibiting everything double G — sunglasses, watches, shoes, bags, even fragrances.

All the velvet cushions, incense holders and jacquard armchairs that reinforce the separate sections are from Gucci Décor. These eclectic vintage pieces wouldn’t be amiss in a 21st-century version of Marie Antoinette’s bedroom, and interested clients get to pick their choice of upholstery for cushions and couches from a select portfolio to suit their homes.

Climb up the wooden staircase and you’re on the planet of ready-to-wear Gucci. Menswear and womenswear are displayed separate spaces, and right down the middle is a special Gucci Kids nook, where pint-sized versions of the house’s designer threads and bags are available for your fashionable tot.

The second floor also contains a fuschia-hued private room that clients can reserve for appointments and fittings. When not occupied, patrons can step in to explore the DIY station, with patches on display that one can choose to personalise your own Dionysus bag.

Even though digital shopping has strong-armed physical retail, this extravagant iteration of Gucci Paragon reminds us why contemporary luxury should be a tangible experience, rather than just clicks and scrolls through online shops on screens.