Sabato De Sarno’s Gucci Prospettive series focuses on exploring themes and locations hard-wired to Gucci’s universe, London becomes the focus of the designer’s fourth volume. Beginning with founder Guccio Gucci’s time spent working as a luggage porter at the Savoy Hotel, Gucci Prospettive 4: Ancora Londra coincides with the launch of Gucci’s Cruise 2025 collection, presented in the concrete Tanks of the Tate Modern last May, cementing the capital’s intimate ties to the Italian house decades after Guccio’s influential time in the city.

To curate the publication, Gucci enlisted the help of London-based creative studio A Vibe Called Tech, founded by Charlene Prempeh and Lewis Dalton Gilbert. Exploring ways in which London continues to harbour a space for creativity to flourish, the duo split the book into four chapters titled Dream Buildings, People Watching, Watching People, and Building Dreams, anchoring the narrative to a sense of self and place. The intimate ties between the city’s landscape and its inhabitants come into focus through a series of images from the likes of photographers Derek Ridgers, Martin Parr and Vicky Grout featuring famous faces like Skepta and cultural buildings such as legendary Soho clubs Blitz and Planets, and the Prince Charles Cinema. The portrait of the capital painted in the publication is one of unity, diversity and aspiration, as Charlene Prempeh and Lewis Dalton Gilbert succeed in tying Gucci’s storied history to a wider narrative of London and those who call it home.

Ella Joyce: How did you first get involved in the project?
Charlene Prempeh: Our first project as a creative agency [A Vibe Called Tech] was actually with Gucci and we have collaborated several times since then, from the brand’s first shoot in Africa to an incredible campaign promoting their sustainable Off the Grid range. This project felt particularly special because of its connection to our hometown, London, and it was such an honour to be invited by Sabato De Sarno and the Gucci team to document and celebrate a city that inspires us all so much.

EJ: The book itself is a portrait of London, the places and people which define it, but what does the city mean to you personally?
CP: London is a true city of characters. When I talk about it being multicultural, I never just mean in terms of what countries people are from and their ethnicity, but more in the richness of our collective interests. We’re surrounded by so much culture which means we really engage with it, and what a joy that is.
Lewis Dalton Gilbert: As a Londoner born and bred, it’s a part of my DNA. I always return to that sense of familiarity and connection – it’s home.

EJ: All images toe the line between similarities and contradictions seamlessly, what was the curation process like? 
CP: London is obviously such a huge subject so there are actually a few different versions of the book on both of our laptops and imprinted in our brains. The curation process was definitely one of the more challenging elements, but we’re hugely proud of the final edit as it stands.
LDG: London is defined by its interplay of contrasts and we wanted to really lean into this. There are a number of playful and pleasing pairings within the book’s layout, such as Vivek Vadoliya’s image next to Queen Elizabeth II. It’s a reminder of how quickly this city can change from one street to the next, the different communities that coexist, the similarities they can share and the dynamic interplay that sparks inspiration.

EJ: The idea of dreaming feels central to the narrative, how do you feel this ties to the city?
LDG: London is a place where dreams are formed against the odds. It was so interesting to think of this not only in context to our own experiences but also the founding of Gucci as a company.

EJ: What image of London do you hope people take away from the book?
CP: We want people to really spend time with the images in the book, to return to them, to reflect and celebrate the diversity that exists within the city.
LDG: We hope the book serves as a reminder of London’s past, earns its place in London’s present and inspires those shaping its future. 

Check out Gucci Prospettive 4: Ancora Londra here.