REDValentino Announces the Opening of its New Flagship Store

REDValentino announces the opening of its new flagship store in Corso Venezia 6, Milan.

The space and time of shopping is conceived as a fluid, dreamlike experience, charged with the sense of surprise one finds in fairy tales: familiar spaces that suddenly reveal a hidden, parallel dimension; walls move and ceilings disappear. In the blink of an eye, both viewpoint and vanishing point shift perspective and turn reality into magic. This is the inspiration behind the spatial narrative of the new boutique, designed by Maria Grazia Chiuri and Pierpaolo Piccioli, Creative Directors of Maison Valentino.

The space is formed by a succession of three rooms interacting in a surreal way. The warm, timeless atmosphere of a cozy antique home is contradicted by the contemporary lighting, emphasizing the texture of the white capitonné walls and other metal details. Surreal presences enliven the interiors in a play of transformations from 2D to 3D: the winter garden beyond the hidden door of the armoire in the first room; the trompe l’oeil of the third room that envelops the visitor in an ephemeral landscape like a surreal Toile de Jouy; paper animals displayed in hand-blown glass cases on a luminous bookshelf; mechanical dolls that chase each other in a dance in the greenhouse at the entrance.

Bright white is the unifying theme. It is the blank page upon which all are invited to tell their own tales with clothes, to describe their own dreams.

Maria Grazia Chiuri and Pierpaolo Piccioli involved other eyes and hands in the project to create a sort of Fairy Factory: a communion of creative energies capable of liberating the power of dreams. Nikki Nye and Amy Flurry of Paper-Cut-Project, totally attuned to the values and idiosyncrasies of REDValentino, were thus free to fashion the wigs and paper animals, white like the space itself, at once familiar and surreal, elements of a story that everyone will be free to read in their own way.

The boutique is 175 square metres in size, with a large window overlooking the main street. Currently in stock are the REDValentino clothing and accessories collections for Fall/Winter 2012-13 and Spring/Summer 2013.