MILAN – After canceling its repeat show in South Korea earlier this month following the tragic Halloween crowd in Seoul, Gucci announced Wednesday that it is pledging a three-year donation aimed at restoring and preserving Gyeongbokgung Palace.
The house did not disclose the amount of the donation, but noted that its contribution will help restore multiple areas within the site.
The 1935 Seoul landmark, also known as The Palace Greatly Blessed by Heaven and built during the Joseon dynasty, was the chosen location for Gucci’s Cosmogonie show, a repeat display of the collection first presented last May in Apulia.
It was supposed to take place on November 1, but was canceled due to national mourning after more than 150 people died and dozens were injured after being crushed by a large crowd in Seoul’s Itaewon nightlife district.
According to the Italian luxury house, Gucci chairman and CEO Marco Bizzarri signed an agreement on November 1 with the head of South Korea’s cultural heritage administration, Choi Eung-Cheon, committing to the preservation of the palace. .
“Beauty is a constant source of inspiration for Gucci, but it also needs constant care and attention. We are delighted to confirm our commitment to the cultural heritage of this country. Our collaboration with the Cultural Heritage Administration will help preserve the rich historical and artistic heritage of this unique site,” Bizzarri said in a statement.
Courtesy of Gucci
The commitment marks a further step in Gucci’s commitment to preserving historically and culturally relevant sites around the world, often chosen by creative director Alessandro Michele to showcase his fashion shows.
As reported, the Kering-owned house has pledged to support Castel del Monte, the historic castle in the Apulia region of Italy dating from the 1240s, where the Cosmogonie collection was originally presented; the Dia Art Foundation in New York City; The Cloisters of Westminster Abbey in London; the Palatine Gallery in the Pitti Palace in Florence; the Promenade Des Alyscamps in Arles; the Capitoline Museums in Rome and Hollywood Boulevard in Los Angeles.
Gyeongbokgung Palace was selected to pay homage to South Korea’s cultural heritage and in light of its links to astronomical research, a reference repeated in the Cosmogonie collection. In the 15th century, the palace housed a highly regarded astronomical center, including Ganuidae, the Royal Observatory.
Gucci’s link with South Korea has been further cemented in recent months.
In the run-up to the canceled show, Gucci hired NewJeans lead singer Hanni as its new brand ambassador. The K-pop star was joined by other local ambassadors, including “Squid Game” actor Lee Jung-Jae and music artist Kai.
Earlier this year, Gucci also opened its fourth Gucci Osteria outpost in the Korean capital, on the top floor of its flagship Gaok store located in the Itaewon district.