Take a door-to-door journey through into the world of Valentino with the new Chez Maison Valentino.
Chez Maison Valentino is a new interactive digital project that will take us on a journey of discovery across the world of Valentino. A joyously welcome intrusion within the valentino.com website, Chez Maison Valentino allows visitors to virtually explore the renaissance-era Palazzo Mignanelli, the historic headquarters of the maison that is founded by Valentino Garavani and Giancarlo Giammetti since 1967.
New York artist Joana Avillez has made the animations, redesigned the façade and the rooms of the headquarters 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.
There are seven accessible rooms at the time being, while others will be added in the future. First is Pierpaolo’s Studio, where a video will narrate his world, the creative process and the choice of items that define his wardrobe. Second is the Haute Couture Ateliers, where visitors can tale quizzes and learn about the history of haute couture. The third door leads to the Hall of Fame. The courtyard of the palazzo, with the renowned sculpture by Igor Mitoraj, is behind door number five. This is the New Collection room, where the current collections are enhanced with an editorial approach and connected directly to the online store.
Door number five, Chez Maison Store is an exclusive space where a limited edition collection of hoodies and T-shirts designed by Joana Avillez is available for purchase. Door number six, Maison Collections, takes you to the archives of the collections and advertising campaigns created by Pierpaolo Picciloi. And lastly, the MUBI x Valentino door leads to an intangible cinematographic room created in collaboration with MUBI, where there is a special collection of movies that, with their vision and aesthetics, have inspired the creative vision of Maison Valentino.
This story first appeared on Prestige Online Indonesia.