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MAISON VALENTINO INTRODUCES THE NEW MAISON
Valentino unveils a new concept for its stores worldwide, presenting an evolution of the brand towards an increasingly human-centric approach through a more intimate retail dimension.
A gradual redesign of its global locations starting in November 2022, the project stems within the Maison itself and strengthens the brand’s focus on client experience through a contemporary design language.
On the cusp of tradition and innovation, the concept represents Valentino’s identity as a Maison de Couture, with an interior design that speaks of the brand’s artisanal approach and aesthetic.
REDESIGNING THE RETAIL EXPERIENCE
The new concept originates from a rethink of the brand’s relationship with its clients, which becomes the central focus of the design story and sets the tone for a client journey inspired by Italian hospitality, devised as a ritual guided by the store team through the spaces.
Each store becomes a new home for the brand and an intimate place to welcome its clients, placing human connections at the heart of Valentino, celebrating the Maison’s iconic codes and its Italian heritage.
The Maison’s menswear and womenswear prêt-à-porter collections as well as Valentino Garavani accessories are presented through a discreet set up featuring unexpected design details.
Each store offers a unique experience, with an aesthetic design idea declined across different territories through distinctive elements that connect the space to its locale.
Special areas will be reserved for private appointments, to enhance the feeling of intimacy and exclusivity within a carefully curated setting.
The interiors allude to 1930s Art Déco motifs and a bold 1970s aesthetic, which merge into a contemporary language expressed through an eclectic material palette and details inspired by Roman buildings. The color tones of the textile walls are a nod to the tailoring busts belonging to the world of Couture. The new concept pervades the architecture of the stores, with ceramic tiles covering the façade, and floors defined by iconic geometric motifs rendered in Botticino and Sahara Noir marbles. Elements in onyx and wood contribute to the sense of warmth, elegance and discreet luxury.
Maison Valentino enlisted specialist craftsmen to produce bespoke objects for the spaces: Massimiliano Pipolo created handmade ceramic door handles, characterized by organic shapes suspended between functionality and abstraction, while Fabio Cinti was tasked with creating geometric compositions in brass, decorative objects that merge a contemporary language with an ancient craft. Meanwhile, mobilier Alexandre Logé has created delicate chandeliers made of sculpted plaster, white objects with extending branches hanging luminously in the space. Enhancing the sense of comfort within each store is the choice of furniture, which includes iconic Camaleonda sofas by Mario Bellini for B&B Italia in bespoke jewel tones, and graphic rugs by contemporary maker Golran.