Gucci has returned to Monaco for Summer 2026 with a full creative takeover of La Rose des Vents Monte Carlo, renewing one of the House’s most storied Riviera relationships in unmistakably glamorous fashion.
First unveiled in May and running through October, the installation transforms the beach club into a living canvas for Gucci’s Flora motif, one of the brand’s most recognisable and romantic design signatures.
The takeover extends far beyond décor. Flora appears everywhere — from tableware to textiles to a custom Gucci bicycle stationed at the club — creating a seamless visual language that bridges boutique and beachfront in a way only the Italian house can pull off. The motif itself carries deep Monaco heritage: originally created in 1966 by artist Vittorio Accornero at the request of Rodolfo Gucci as a gift for Princess Grace, the design was first introduced as a silk scarf before becoming a cornerstone of the brand’s identity.
This year marks the 60th anniversary of Flora, and its return to Monaco feels both celebratory and symbolic — a renewed dialogue between the Florentine house and the Principality, played out against the Riviera’s sun‑washed backdrop.
To mark the occasion, Gucci hosted a gathering at the beach club on 6 June, drawing friends of the House and notable figures from the worlds of sport, culture and style. Even during the Monaco Grand Prix weekend, La Rose des Vents became a magnet for high‑profile guest.
Alongside the takeover, Gucci has released a curated selection of ready‑to‑wear and accessories in striking shades of red, available exclusively at the Monte Carlo boutique and online a capsule designed to echo the freshness and vibrancy of the installation itself.
For travellers, the takeover turns La Rose des Vents into a seasonal fashion landmark: part beach club, part open‑air gallery, and entirely Gucci — a Riviera summer distilled into colour, craft and couture.
