Valentino has unveiled its new store in Paris, saying that it’s “reinvented itself” on Avenue Montaigne. The change of address, not far from its previous home, gives it more space with its offer for both women’s and men’s ready-to-wear and accessories spread over three floors. In fact, it now has an entire floor dedicated to the men’s collections.
Conceived by CEO Jacopo Venturini and creative director Pierpaolo Piccioli, it follows the new-concept openings that started last year in Madrid, Venice, Jeddah, Geneva, New Delhi, Florence and most recently in New York and Shanghai.
The new concept that was developed in-house “reveals itself in a warm setting that blends spirit, emotion, and materials, embodying the codes of a serene, enveloping, and evocative future”.
The label’s signature red is, unsurprisingly, a key feature, set against ivory white “punctuated by transparencies, mineral tones, and decorative references from the 1930s to the 1970s inherent to the world of Couture”.
There are also “obligatory Roman touches – marbles, onyx, checkered patterns, metaphysical geometries – articulated around a spectacular staircase that looks as though the fleeting train of a dress had imprinted the setting with a fascinating marble patchwork”.
And the new location has a Red Room dressed in scarlet velvet that “vibrates at the heart of a mise-en-scène thoughtfully designed to embody the Parisian heritage and context”.
Valentino has been keen to “celebrate the hand of craftsman through decorative uniqueness”. This is seen in the hammered brass showcases by Fabio Cinti, the ceramic handles by Massimiliano Pipolo, and the plaster lights by Parisian artist Alexandre Logé.
It also has a “gallery aura conveyed by the Italian artist Gioele Amaro who will be exhibiting some of his most emblematic creations in this new boutique” for a month from 15 June.
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