Valentino’s creative world revealed through amusing interactive experience
Valentino has launched a unique digital compendium of its world, accessible to all from the label's website. ‘Chez Maison Valentino’ is the new page through which visitors are able to enjoy this amusing experience, featuring a cheerful mosaic of interactive illustrations representing the Italian luxury label's creative universe.
By clicking on valentino.com/chez-maison-valentino, visitors land on an animated rendering of the façade of Palazzo Mignanelli, the Renaissance building which, since 1967, has been home to the label’s Rome headquarters, reinterpreted through the illustrations of New York artist Joana Avillez.
From there, by clicking on buttons next to some of the palazzo’s windows and its entrance, visitors are transported into the house of Valentino. Each button gives access to a room, within which further windows can be opened.
Seven sections are currently accessible to the public, and more will be available in future. The content featured in each is constantly updated, and includes videos, pictures, archive images, a quiz and plenty of “stories and surprises,” as Valentino said in a press release. The palazzo and its rooms are portrayed with playful gusto by Joana Avillez, well-known in the fashion world for her sharply accurate sketches and illustrations.
Visitors are able to sneak around as they please, for example starting from the studio of creative director Pierpaolo Piccioli, where they can familiarise themselves with the designer’s sources of inspiration and creative approach through various videos.
Visitors might then skip to the ‘haute couture ateliers’, with the history of Valentino's couture collections, or to the ‘hall of fame’, featuring the celebrities who have embodied the label’s spirit.
Another original section is ‘Cinema’, created in collaboration with on-demand film platform Mubi, which contains a “special collection, updated quarterly, of the films that, with their imaginative aesthetics, have inspired the creative vision of Valentino.”
In the ‘Maison archives’ room, visitors can find all the collections and ad campaigns created by Pierpaolo Piccioli, while the palazzo’s entrance opens on ‘New collections’, where items from the latest collection are directly linked to the label’s e-shop.
Finally, the room labelled ‘Chez maison store’ hosts a limited-edition selection of hoodies and t-shirts designed by Joana Avillez, further enabling Valentino to combine business with pleasure.
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