Unveiled for the first time in 2012 with the opening of the renovated Valentino Flagship Store in Milano, Via Montenapoleone, the Valentino store concept is the fruit of the collaboration between the Creative Direction and David Chipperfield, and is fully coherent with the Valentino worldwide image.
The store concept combines old and new in order to generate a kind of Palazzo atmosphere, steering away from a pure showroom and promoting a new retail architectural format in place of a
more traditional retail boutique structure. An enfilade of rooms, each with a different aspect that separate and emphasize the collections. The spaces have different architectural characteristics offering distinct atmospheres generated by a custom palette of colors, textures, and lights. The architecture is designed to complement the pieces on display, making use of a range of discreetly opulent to focus attention on the collections and also evoke a sense of intimacy.
The main feature of the Valentino DNA is the savoir-faire Couture: Chipperfield has translated this characteristic through a both visual and tactile vision that comes to life in the characterization and succession of the environments, narrating the iconographies and the Valentino values with a fluid and timeless phrasing, finely playing with contrasts.
The store concept by David Chipperfield has been applied to the recent Valentino Boutique openings: Canton Road Hong Kong, Paris Saint-Honoré, dedicated uniquely to the men’s collections, Shanghai IAPM, New York Fifth Avenue, Rome Piazza di Spagna, London Old Bond Street, Tokyo Omotesando.