Gucci unveils its mega Christmas tree and scandalizes spectators: “An airbag tree”

In the glittering world of fashion and luxury, Gucci, the haute couture house, has decided to redefine the tradition of the Christmas tree. In Milan, under the starry vault of the Galleria Vittorio Emanuele II, a Christmas “tree” was lit, but not just any tree. Forget lush green branches and twinkling garlands, Gucci opted for a contemporary installation, dubbed “The Gift of Love”, made up of 78 stacked gift boxes, sealed with Gucci’s signature Horsebit buckle. This pyramid of bulging packages, reminiscent more of a baggage drop-off at Linate airport than a festive symbol, aroused mixed, even explosive, reactions.

The mayor of Milan, Giuseppe Sala, inaugurated this tree, or should I say this stack of metal cushions, in the presence of the actress Margherita Buy and the president of Gucci, Jean-François Palus. Giuseppe Sala, with a touch of humor, admitted that the tree might seem “a little strange.” But, beyond its appearance, this tree is a symbol of Gucci’s solidarity with the city, with investments in street lighting and the decoration of three schools in the Corvetto district.

Reactions on social media were as varied as the colors of Gucci gift boxes. Some praised the originality of the installation, calling it a contemporary work of art, while others criticized it for lacking tradition and festive warmth. Comments like “inguardabile” (unwatchable), “tristissimo” (very sad), or even comparisons with a “tree of airbags” or a “pile of cushions” flourished on the Internet.

This Christmas tree Gucci, far from the classic image of the Swarovski tree that previously adorned the Galleria, triggered a storm of reactions. Some see it as a creative boldness, a welcome renewal after years of tradition. Others, however, lament the loss of the traditional spirit of Christmas, longing for a time when fir trees were fir trees and not mountains of glitzy gift boxes. And you, do you like or hate this new kind of “tree”?