Gucci unveils its first-ever restaurant in Shanghai

The luxury label Gucci has decided to expand its product offering in the Chinese market by opening a branded restaurant in Shanghai, the first-ever of the Italian company.

Named 1921Gucci to honor the year the Italian Guccio Gucci founded the company, the restaurant is operating since July at the iAPM shopping center in Shanghai.

The site is managed by the Italian executive, Alessandro Sandomenico, and spreads over 600 m² displaying a Tuscany-inspired experience.

The initiative is one more step in Gucci’s strategy plan to increase its presence in China, one of the largest markets in the world for the luxury sector. This year the Italian company also reduced by half the price of some of its main products in its Chinese stores.

The new restaurant also follows the new trend of fashion brands, which have begun to open catering options in exclusive areas, like Cannes (where Armani Caffé is based), Seoul (home to a Hermès restaurant) and New York, where the Ralph Lauren Polo Bar is located.

Although 1921Gucci is the first restaurant of the Italian fashion brand, Gucci also manages the food court of its museum in Florence.