Royal Style: Immerse Yourself in the World of Gucci at The Savoy

The Savoy, London, 1899. A young Italian, newly arrived from Florence, stands outside The Savoy, collecting the luggage of the hotel’s clientele and delivering it to their rooms. The suitcases, as elegant and sophisticated as the people who own them, captivate the teenager. He loves the craftsmanship that went into their manufacture; he loves the look and feel of leather and the way the patina has aged on older pieces; he loves the worlds they represent, and the messages they impart.

His experience sparks a desire not only to make something of himself, but also to make something. The bellboy dreams and plans. Eventually he returns to Florence. In 1921, he buys a shop, which he fills with imported leather goods. At the back is a small workshop, where local artisans bring his own designs to life. Keeping things simple, he gives his business his name—House of Gucci.

Last year, the brand, now part of Kering’s luxury empire, saw revenues of €9.73 billion ($10.52b)—more than double the incomes of Yves Saint Laurent and Bottega Veneta combined.

Were Gucci to stand outside The Savoy once more, he would see guests arriving in clothes bearing his name, with luggage embellished with a variation of the logo—two entwined Gs—designed by his son, Aldo. He might even follow the bellboys carrying those bags up to the Royal Suite. What a surprise he’d find inside—the whole, vast space dedicated to his vision, and furnished with new or vintage items from the House of Gucci.

“The Savoy has such a special place in Gucci’s history, so we were thrilled to be asked to play a significant role in its centenary celebrations,” says Virginia Webb, director of marketing communications at The Savoy. “We wanted to do something that was impactful, something that embodied its culture and essence, and to give its customers and ours an unforgettable experience.

“We brainstormed so many ideas and finally we decided on this—The Royal Suite by Gucci. It’s a homage to the brand and its heritage, but with lots of 21st-century twists and surprises that will delight our guests. Of course, Gucci has its roots embedded in its past, but its eyes are firmly focused on the future—on innovation. The Gucci design team followed through with that vision when creating the suite.”

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The suite spans the entire length of the fifth floor, with floor-to-ceiling windows framing the ever-changing moods of the River Thames. It comprises several rooms, including living and dining areas, a bedroom with a grand four-poster bed, and a kitchen where staff can prepare meals for residents. The entire space has been customized with the Gucci aesthetic.

The suite is filled with plants, and fresh flowers that are changed and arranged by Gucci’s own florists. Their brief follows Alessandro Michele’s vision—you can see the look is loose, uncontained, capturing the wildness of nature—Virginia Webb

It is sumptuous but not intimidatingly so, somehow combining luxury with comfort so that visitors feel welcome and instantly at home. It’s playful, too, with the special surprises (which can’t be revealed here) adding a sense of whimsy and magic that do turn a guest’s stay into an experience.

“The bed, the bedside cabinets, the lamps, the silver tea set, and the armoire in the bedroom belong to the hotel, but all else is by Gucci,” says Webb. “A central theme for Alessandro Michele, the creative director, is regeneration, and that has been imprinted throughout the suite.

The walls have been repapered with the label’s own floral wallpaper, and the dinner service is from Herbarium range. The suite is filled with plants, and fresh flowers that are changed and arranged by Gucci’s own florists. Their brief follows Alessandro Michele’s vision—you can see the look is loose, uncontained, capturing the wildness of nature. I love how Gucci’s artistic teams are forensic in their attention to detail, yet their work looks so free and easeful. I love that about it.”

Some of the furniture—such as the teal couch—was made especially for this project, while other pieces are vintage, from Gucci’s own collection.

Christie’s auction house was also involved in the early stages of the suite’s design. The Private Sales team was asked to provide artworks that would complement the décor, and the paintings, like all the Gucci pieces, are available to buy.

It’s a homage to the brand and its heritage, but with lots of 21st-century twists and surprises that will delight our guests—Virginia Webb 

“The fact that guests can order any item they fall in love with is an added extra,” says Webb. “Almost everything can be bought, from the grander pieces, such as the couches and chairs, to the backgammon set, throws, and ceramics.”

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This is just one aspect of The Royal Suite by Gucci experience, which also includes a range of gifts from the brand on arrival, use of The Savoy’s Rolls-Royce within a three-mile radius, a private butler, Gucci-inspired cocktails, and a personal shopping experience, either at Gucci’s boutique on Sloane Street, or in the suite itself.

Will the end of the centenary year see the end of Gucci suite? “We don’t know,” says Webb. “It has been so well-received that it would be a shame to dismantle it completely, but it’s important, too, to remember that Gucci is a fashion brand. And the world of fashion never stands still.”