Valentino has enlisted the help of renowned stylists to transform its flagship stores around the world for its new Spring-Summer 2023 Unboxing collection. The brand has collaborated with Clément Lomellini, Anna Dello Russo, and Law Roach to create unique scenographies that celebrate the collection’s launch. Not only are the physical stores adorned with new decor, but the brand’s website also offers a digital experience for customers.
In Tokyo, stylist and producer Masataka Hattori has created a scenography that combines elements of nature and construction. Anna Dello Russo, a well-known fashion journalist, has taken charge of the Dubai flagship and has imagined an eccentric atmosphere with feathers, embroidery, and vibrant colors. Law Roach, stylist to A-list celebrities such as Zendaya, Megan Thee Stallion, and Lewis Hamilton, has focused on the iconic color red for the New York location, along with the “Pink PP” shade. Clément Lomellini, the designer responsible for the Parisian boutique on Rue Saint Honoré, has incorporated dynamic hues and the Iconographic Canvas motif, along with torn backgrounds that symbolize the act of unwrapping.
Valentino has also collaborated with Lorenzo Posocco in Milan, Geum Nam Hwang in Seoul, Mix Wei in Shanghai, and Rebecca Corbin-Murray in London to complete this list of guest stylists. Additionally, sisters Alexandra and Mackenzie Grandquist have created an online experience on the brand’s website to extend the initiative. This digital vision aligns with Valentino’s recent Web3 project in partnership with UNXD, further embracing the digital world.
These artistic endeavors by luxury brands like Valentino, Dior, and Jacquemus reflect their distribution strategies. By reinterpreting window displays and revamping store fronts, these brands aim to renew the retail and physical experience for customers. These creative demonstrations not only capture attention but also promote a message, attracting a public drawn to exclusive and innovative experiences.
Useful links:
1. Valentino Official Website
2. UNXD Official Website
