Lifestyle Asia
Home > Style > Fashion > Gucci revamps its Paragon store offering 10,000 square feet of branded paradise
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.

gucci paragon
The Gucci Paragon exterior spans five floors.

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.

gucci paragon
The first floor. Another cool design detail to note is how Michele is all about juxtaposition, so austere marble floors and vintage carpets are a fixture throughout.

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.

gucci paragon
Gucci Men’s.

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.

gucci paragon
Gucci Kids.

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.

gucci paragon
The private room and DIY station.

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.

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

Beatrice Bowers

Features Editor

Beatrice Bowers writes about beauty, drinks, and other nice things. When not bound to her keyboard, she moonlights as a Niffler for novels and can be found en route to bankruptcy at your nearest bookstore. Don't tell her boss.

Never miss an update

Subscribe to our newsletter to get the latest updates.

No Thanks
You’re all set

Thank you for your subscription.