To present Gucci’s new Lifestyle collection during the Milano Design Week 2021, the idea was to create a traditional Italian stationery store filled with all kinds of surprises and wonders inspired by the campaign visuals created by Max Siedentopf. Around the store you will find a chessboard which moves as by invisible hand, fans that start moving when you pass them, pencil cases that sing like a frog choir, books flying up into an infinite book case which is surrounded by a train driving around the ceiling and if you look very closely you will find the resident mouse who furnished her entire mouse house in Gucci.