Gucci returns to Monaco for the summer 2026 season with a full takeover of La Rose des Vents Monte Carlo. The prestigious beach club has been transformed into an immersive exhibition space of the House’s iconic floral motif.
The activation runs from May to October and is a particularly important moment for Gucci. The Flora print was created by illustrator Vittorio Accornero at the request of Rodolfo Gucci in 1966 as a gift to Princess Grace of Monaco, and celebrates its 60th anniversary this year.
Originally introduced as a silk scarf, the design features flowers in 37 unique colors and has since become one of the most recognizable elements of Gucci’s visual identity.
In La Rose des Vents, Flora now extends to every surface in the environment. Tableware, textiles, parasols and even the custom Gucci bicycles stationed in the club all feature the print, creating a seamless visual language that links the boutique with the beach.
The House hosted an official launch gathering welcoming Friends of the House on June 6th in a Riviera setting. Skier Lindsey Vonn was among those spotted on the field during the Monaco Grand Prix weekend.
To coincide with this acquisition, Gucci has launched an exclusive capsule of ready-to-wear and accessories in bold red tones. The collection is available in Monte Carlo boutiques and Gucci.com.
The Monaco project forms part of a wider summer retail program covering luxury Mediterranean destinations including Capri, Ibiza, Mykonos, Saint-Tropez, Cannes, Porto Cervo and Forte dei Marmi.
For the second year in a row, Gucci has activated La Rose des Vents, strengthening its connection with the Principality and broadening the scope of the floral motif beyond its traditional fashion context.
