Gucci Osteria by Massimo Bottura
Gucci Osteria by Massimo Bottura, Gucci's first restaurant, is fittingly located in the brand's birthplace, Florence, in collaboration with the renowned Italian chef from Francescana, Massimo Bottura. This partnership also extends to Gucci's subsequent restaurant openings in Los Angeles, Tokyo, and Seoul. However, without a doubt, the most significant remains the one in Florence, which opened in 2018 and has held a Michelin star since 2020.
Bvlgari's hotel brand collaborates with another famous Italian chef, Niko Romito, to run IL; Chanel partners with French culinary luminary Ducasse at Beige; LV, along with Japanese chef Sugalabo, opens Sugalabo V. While in China, a partnership with Yun Mi resulted in a restaurant, it's not in the 'xxx by xxx' format, and I eagerly await the first Chinese chef who will proudly partner with an international brand in such a manner.
The Gucci restaurant in Florence is quite down-to-earth. There's a choice between a five-course (170) and a seven-course menu (200), and one can also pick two or three favorite dishes (120-140) from these set menus to create a personalized dining experience. I had no high expectations for the dishes, and considering my modest appetite for lunch, I opted for just two courses. Nonetheless, the restaurant still provided a full array of three appetizers, two types of bread, three desserts, and a post-meal tea, ensuring a meticulous dining process that was quite impressive.
Although not pricey, the guests at this restaurant were all decently dressed and predominantly spoke English, perhaps treating a meal here as one of their travel destinations in Florence. The restaurant's decor represents the Gucci style of the time—red and green color schemes, a retro vibe, intricate patterns, a fusion of glamour and romance, reflecting the pre-pandemic era's trend that shaped many people's perception of Gucci. Yet, by 2023, such a style is less marketable, with patrons reverting to a more understated sense of security, leading to a 7% decline in Gucci's revenue, a change in creative director, and a shift towards more minimalist designs. However, the restaurant remains as if untouched by the changing tides of time, standing quietly as a monument to Gucci's bygone heyday.
The cuisine here is palatable, though not particularly outstanding and certainly distinct from Massimo's own creations. It meets the patrons' usual expectations. I recommend the prawn roll which has a Shandong flavor to it. After the meal, I felt in a relatively healthy state of body and mind, which was quite satisfactory.
