Gucci is Worth It

When an invite comes in from a revered brand like Gucci, you mark your calendar in permanent marker. No doubt that is what society ladies in Palm Beach and the surrounding affluent towns did upon receiving the embossed envelope holding an exclusive invitation to the brand’s private opening of a new boutique at 150 Worth Avenue. The exclusive fete, taking place the evening of Thursday, March 18, will be co-hosted by Denise Alexander, Therese Mersentes, and Maria Power, and will benefit the Greater Palm Beach Area Chapter of the American Red Cross.

Palm Beach has long been considered synonymous with “luxury,” so it’s no wonder the revered brand has a long history in the town. The first Gucci store to open in the prestigious zip code will celebrate its 50^th anniversary next year. It was only the second Gucci location to open in the U.S., with the esteemed Fifth Avenue flagship in New York being the first. More recently, the city also served as the backdrop for the Spring/Summer 2010 worldwide advertising campaign, shot by Mert Alas and Marcus Piggott.

The expansive 4,528-square-foot new boutique was designed by Gucci Creative Director Frida Gianni to reflect the prestige of the brand and honor the history of the region. If you weren’t lucky enough to get an invite (or are otherwise booked that night and unable to attend the opening, as I am), we have some preview details for you:

• It’s modern: Gianni’s design mixes light and transparency with special effects, making it an ideal backdrop for Gucci’s 21^st century fashions.
• It’s historic: Dark rosewood and marble are used in the design to pay homage to the brand’s established aesthetic.
• It’s Deco: Ribbed glass, warm polished gold, and smoked mirrors and glass reflect Palm Beach’s Art Deco era.
• It’s Gucci: The store will showcase a wide collection of men’s and women’s ready-to-wear, handbags, shoes, jewelry, and accessories.

HauteLiving.com will showcase photos from the event and of the new store later this week, so check back to see which Palm Beach society members came out to celebrate the latest addition to their luxurious enclave.