MILAN, Italy — Velvet armchairs and marble staircases form the backdrop against which Gucci's new creative director is basing his efforts to extend a revival at the ailing luxury brand.

Alessandro Michele’s fall-winter collection is being shown in a lavish setting at Gucci’s flagship store in Milan that also includes vintage oriental rugs and plush carpets. The new design will be introduced at other Gucci outlets after Friday’s debut in the Italian fashion capital.

The store format “is one of the ways in which we are communicating Gucci’s new identity,” Gucci Chief Executive Officer Marco Bizzarri said in a statement. Bizarri joined in January from Bottega Veneta, like Gucci owned by Kering SA.

Kering brought in Bizzarri and promoted Michele to creative director earlier this year, tasking them with restoring growth at its biggest brand. Gucci sales grew for the first time in almost two years in the second quarter.

Other steps the pair have taken include overhauling management, cutting some wholesale accounts and introducing new advertising and packaging in what Kering has called a year of transition for the maker of $3,400 embroidered canvas handbags.

Michele’s hotly anticipated spring-summer Gucci collection will go on show Wednesday during Milan fashion week.

By Andrew Roberts; editors: Matthew Boyle, Paul Jarvis, Thomas Mulier.