The Regeneration Suite - Hero

Gucci x The Savoy The Regeneration Suite

Insight

While portering luggage at The Savoy Hotel, a young Guccio Gucci was inspired by the style of the guests and saw the opportunity to create luxury leather goods. This was the birth of Gucci.

A hundred years on, Gucci returns to where it all began. To commemorate their rich intertwined history, the House and the hotel created an unforgettable experience for Gucci’s VIP clients.

Gucci’s long history can’t be contained within a single inaugural act. As with any other existence, its destiny is marked by a long series of endless births and constant regenerations.
- Alessandro Michele, Gucci Creative Director 2015-2022

Idea

Six interactive installations turn The Royal Suite into a multi-dimensional experience for Gucci guests.

A century of rebirths.

Guests unwind with GucciTV, an on-demand TV channel featuring every regeneration of Gucci’s 100-year history.

Ring the Gucci-Line.

The connected vintage reception bell rings through to the Gucci-Line. A Gucci Client Advisor can assist with directly purchasing any of the curated items in the suite, to be shipped and waiting for guests when they arrive home.

Return to nature.

On arrival, a butler serves a personalised tea ceremony with a selection of teas curated for their nourishing qualities. As the tea infuses, one of Gucci’s iconic prints grows across the table. The projection comes to life, transporting guests from Central London into nature.

The secret Gucciverse.

Hidden in the dressing room wardrobe, this Narnia moment reveals an immersive video homage to a literature classic and the magic of Gucci.

A woman with short hair and bold pink eye makeup, wearing a floral dress, sits on a cream sofa in a warmly lit room with yellow curtains. She is reaching out to press a small decorative bell on a side table.

Relax and restore.

At the end of the day, guests can soak in one of three custom restorative bath packages. The evening finishes with a bespoke meditation and sound journey. Philips Hue lights sync with the meditation visuals to assist the restoration of mind, body and soul.

A luxurious bathroom sink with gold fixtures, water running from the tap, and a green marble backsplash. A framed sign and toiletries are on the counter; a metal tray holds items over the white basin. A large mirror is in the background.

Impact

An acclamation to vitality and vision.

The Regeneration Suite ran for 12 months. Guests included Gucci VIP customers, as well as The Savoy’s clientele. The Gucci-Line provided an innovative way for the customer service team to engage with guests and create more meaningful sales. Overall, the experience created a deeper appreciation of Gucci’s history, with an invitation to be part of the next chapter.

A woman in a colorful floral dress stands in a luxurious, elegant living room with ornate decor, a large chandelier, and a turquoise sofa, holding a brown handbag. A TV in the background displays a scene with a woman in white.
Elegant living room with green velvet sofas, patterned wallpaper, and a chandelier. Lush plants frame the foreground, and a TV with a person on screen is centered on a wooden cabinet beneath large windows with gold curtains.
A woman in a colorful floral dress sits at an elegantly set table with green and white china. A man in a suit stands in the background, and large leafy plants decorate the bright, ornate room.
  • Condé Nast Traveller The sprawling space is a visual feast ↘
  • Financial TimesGucci’s takeover of the Savoy’s smartest suite ↘
  • The Savoy London Our histories are intertwined; Guccio Gucci, the house’s founder, worked at The Savoy as a luggage porter ↘
  • Christies Real EstateRoyal style: Immerse yourself in the world of Gucci at The Savoy ↘

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