Maison Valentino is opening the doors of its historic headquarters Palazzo Mignanelli with a new interactive digital experience; Chez Maison Valentino.
Founded by Valentino Garavani and Giancarlo Giammetti in 1967 the Roman headquarters of Valentino will be open to the public for the first time.
The interactive digital platform will see visitors offered access to a sneak peek inside the rooms of the iconic Maison.
The platform is imagined with animations by the New York artist Joana Avillez who has redesigned the façade and the rooms of the HQ. Visitors are able to navigate and explore the Valentino universe through stories, quizzes, archives and surprises.
Initially, there will be access to seven rooms, with a plan to add others in time. Guests will be able to get a sneak peek within the studio of Creative Director Pierpaolo Piccioli, where a video will narrate his world, the creative process and the choice of items that define his wardrobe.
The second room “MUBI x Valentino” is an intangible cinematographic room created in collaboration with MUBI where Pierpaolo Piccioli evokes suggestions that are close to his imagination through works and the visions of various filmmakers. A special collection of movies have inspired the creative vision of Maison Valentino.
The “Haute Couture Ateliers Room” is dedicated to the history of Valentino Haute Couture. Guests will find images of the atelier where the iconic Haute Couture shows came to life and the “Hall of Fame” will showcase the red carpet looks and celebrities that have embodied the spirit of the Maison.
In the courtyard of the palazzo, with the renowned sculptor by Igor Mitoraj, you will find the current collections, enhanced with an editorial approach and a direct link 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.
The virtual project will be constantly evolving, with new rooms being added and new experiences to discover as time goes on.
To access this exciting virtual platform, visit www.valentino.com/chez-maison-valentino