VaIentino: Introducing Chez Maison Valentino
CHEZ MAISON VALENTINO
Chez Maison Valentino is a new interactive digital project with which Valentino opens its doors (and windows) to the renaissance Palazzo Mignanelli, that since 1967 is the historic headquarters of the Maison, founded by Valentino Garavani and Giancarlo Giammetti.
A joyful intrusion within the valentino.com website, pervaded by the animations by the New York artist Joana Avillez, that has redesigned the façade and the rooms of the roman headquarter, to open them virtually to the public. From here, visitors will be able to navigate and explore the Valentino universe, through stories and surprises, quizzes and archives: a series of contents in continuous update.
Seven will be the first accessible rooms, while others will add on with time. A peek within the studio of the Creative Director Pierpaolo Piccioli, where a video will narrate his world, the creative process and the choice of items that define his wardrobe. The room: ‘MUBI x Valentino’, is an intangible cinematographic room created in collaboration with MUBI, where Pierpaolo Piccioli evokes suggestions that are close to his imaginary through works and through the visions of various filmmakers. A special collection of movies, updated every trimester that with their vision and aesthetic, have inspired the creative vision of Maison Valentino.
Moving on to the ‘Haute Couture Ateliers’ room, dedicated to the Valentino Haute Couture history, through past and present, images of the Atelier where ‘beauty and thought’ and the renowned fashion shows, come to life. Up next is the ‘Hall of Fame’, that showcase the red carpets and celebrities that have embodied at best the spirit of the Maison.
In the courtyard of the palazzo, with the renowned sculpture by Igor Mitoraj, becomes the ‘New Collection’ room, where the current collections are enhanced with an editorial approach and are connected directly to the online store.
The room ‘Chez Maison Store’ is an exclusive space, where a limited edition collection of hoodies and t-shirts designed by Joana Avillez in her personal style, will be available for purchase. Lastly, the ‘Maison Archive’ room, is the room that includes all the collections and advertising campaigns created by Pierpaolo Piccioli.
A project in constant evolution, just like the history of Maison Valentino, that expands day after day, to offer to its public a detailed and cheerful vision of the creative universe of the Maison.