Gucci has returned to Monaco for summer 2026 with a sweeping seasonal takeover of La Rose des Vents Monte Carlo, transforming the prestigious beach club into an immersive display of the house’s iconic Flora motif.

The activation runs from May through October and marks a particularly significant moment for Gucci. The Flora print celebrates its 60th anniversary this year, having been created in 1966 by illustrator Vittorio Accornero at the request of Rodolfo Gucci as a gift for Princess Grace of Monaco.

Originally introduced as a silk scarf, the design featured blooms rendered across 37 distinct colours and has since become one of the most recognisable elements of Gucci’s visual identity.

At La Rose des Vents, Flora now extends across every surface of the environment. Tableware, textiles, parasols, and even a custom Gucci bicycle stationed at the club all carry the print, creating a seamless visual language that connects boutique and beachfront.

The house hosted a formal launch gathering on June 6, welcoming friends of the house to the Riviera setting. Skier Lindsey Vonn was among those spotted at the venue during the Monaco Grand Prix weekend.

To accompany the takeover, Gucci has released an exclusive capsule of ready-to-wear and accessories in bold red tones. The collection is available through the Monte Carlo boutique and on Gucci.com.

The Monaco project forms part of a wider summer retail programme spanning luxury Mediterranean destinations including Capri, Ibiza, Mykonos, Saint-Tropez, Cannes, Porto Cervo, and Forte dei Marmi.

This is the second consecutive year Gucci has staged the La Rose des Vents activation, reinforcing its connection to the Principality and broadening the reach of the Flora motif beyond traditional fashion contexts.