Massimo Bottura's Latest Restaurant Is as Gucci as It Gets
The Gucci Osteria is an all-day restaurant located in Gucci's new Gucci Garden.
On December 2 of last year, Lil Pump's hit single "Gucci Gang" reached #3 on the Billboard Hot 100, and Massimo Bottura just may have been listening. How do we know? Well, aside from the ubiquity of the tune's simple yet effective hook, the world-renowned chef behind the three-Michelin-starred Osteria Francescana has a new venture that, to fully explain, involves saying the word "Gucci" nearly as many times as the song.
First, the restaurant itself: Gucci Osteria. Part of the new Gucci Garden housed in the 14th-century Palazzo della Mercanzia in Florence, Bottura's new Gucci-ensconced spot will feature 50 seats and act as an all-day museum restaurant for the Garden, which is actually an interactive museum of Gucci with galleries of Gucci clothes, video installations and art—though it is not to be confused with the building's previous iteration, the Gucci Museo.
The Gucci Garden, which will feature, unsurprisingly, Gucci-themed exhibits, will also have an exhibition area, a "bazaar-like boutique" and cinema room, according to Reuters. When it opens on January 10, Gucci Garden visitors will be able to head to the Gucci Osteria for a menu that includes Parmigiano Reggiano tortellini, Peruvian-inspired tostadas, pork belly buns and mushroom risotto, each at the surprisingly sub-Gucci price of 20 to 30 euros per dish.
Gucci's addition of one of the world's most acclaimed chefs into its crew is the latest in a growing trend of luxury fashion brands attempts to branch into the food world—just last year, Tiffany & Co.'s flagship store began offering real-life Breakfast at Tiffany's, while Louis Vuitton owner LMVH announced it would open a second gourmet grocery store around the same time.
And if you think about it, the combo of luxury fashion and fine dining is really a no-brainer. After all, as Bottura told reporters, “Haute couture and haute cuisine are a recipe made in heaven,” leaving the "Gucci gang, Gucci gang, Gucci gang, Gucci gang / Gucci gang, Gucci gang, Gucci gang (Gucci gang!)" that would logically follow unsaid.