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This private museum tells the story of the Gucci empire, from humble beginning to worldwide megabrand. Guccio Gucci got his flash of inspiration while working as a lift boy at London's Savoy Hotel: His first product designs were for travel luggage to suit the lives and lifestyles of the kinds of people he would meet in the lift every day.

Of course, as well as the history, the museum's 3 floors are packed with swag that carries the famous “double-G” logo, including a limited edition 1979 Cadillac Seville—only 200 were ever made. You’ll see day bags and duffle bags—and photos of Audrey Hepburn, David Niven, Sophia Loren, and Princess Grace in Gucci gear—plus there’s a room devoted to revering the dresses that have graced the reddest of red carpets.

The museum places Gucci right at the heart of Florence's artisan traditions—which of course, is where it belongs.