By The Fashion Editorial Team
Gucci marks its return to Monaco with a seasonal takeover of La Rose des Vents Monte Carlo, renewing its connection to one of the House’s most storied destinations. First unveiled in May and continuing through October, the immersive installation transforms the beach club into a living expression of Gucci’s iconic Flora motif.
Flora detailing extends from tableware to a custom Gucci bicycle at La Rose des Vents Monte Carlo. Courtesy of Gucci.
Originally created in 1966 by Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco, the Flora design was conceived as a lush composition of blooms rendered in 37 distinct colors. Initially introduced as a silk scarf, it has since become foundational to Gucci’s visual language. In 2026, as the motif celebrates its 60th anniversary, its presence in Monaco sparks a new dialogue between the Florentine House and the Principality.
Gucci’s Flora motif bridges boutique and beachfront at La Rose des Vents Monte Carlo. Courtesy of Gucci.
To commemorate the occasion, Gucci hosted a special gathering on June 6 at the beach club, bringing together friends of the House within the Riviera setting. During the Monaco Grand Prix weekend, notable figures including Lindsey Vonn were seen at La Rose des Vents, reflecting the House’s connection to a global community of culture, sport, and style. Alongside the takeover, a curated selection of ready-to-wear and accessories in striking shades of red has been introduced, available exclusively at the Monte Carlo boutique and online.
Gucci’s return to Monaco reasserts a lasting dialogue between heritage and modernity, unfolding along the Riviera in a distinctly contemporary expression of summer.
