The new concept of Valentino boutiques, which was inaugurated last September in Jeddah, reflects the brand’s shift in retail strategy. Pierpaolo Piccioli, Creative Director, and Jacopo Venturini, CEO of Valentino, explain that the project aims to enhance the customer experience in-store by focusing on two key aspects: Italian hospitality and the celebration of the brand’s iconic codes and Italian heritage. This redesign of stores worldwide began in November 2022 and is set to gradually roll out.
The guiding principle behind the new customer journey is to create a sense of “being at home”. Piccioli describes Valentino as a true home, and he believes that staying connected to its history while constantly evolving is crucial. The concept of the new boutiques transforms the point of sale into a “new home” where differentiated, yet complementary spaces coexist. The teams play a vital role in guiding customers through this ritual-like experience, immersing them in the world of Valentino.
The layout of the boutiques embraces simplicity. The ready-to-wear and accessories collections are presented in discreet decor that combines Art Deco motifs from the 1930s with the bold aesthetics of the 1970s. Carefully chosen design pieces further enhance the ambiance and aesthetic signature of the space. Private appointments are also offered to enhance the sense of intimacy and exclusivity.
The concept strikes a balance between tradition and innovation, embodying Valentino’s identity as a Couture House. The interior design reflects the brand’s craftsmanship and aesthetics, which are highly valued by Jacopo Venturini. The aim is to reaffirm the couture identity of the Maison and create intimate and welcoming spaces where every detail is approached with the brand’s inherent savoir-faire.
Valentino’s new boutique concept is part of a larger project to reinvent the brand’s universe. It aims to provide a warm and enveloping experience inspired by various aspects of Italian hospitality: aesthetic, emotional, and cultural. The customer is at the center of attention, and the brand’s creativity is maximized within their corporate strategy.
Looking ahead, Valentino has plans to open flagship stores on Avenue Montaigne in Paris in May 2023 and on Madison Avenue in New York in August 2023, further expanding their presence and offering their unique boutique experience to customers in key fashion capitals.
To learn more about Valentino’s new boutique concept, visit their official website (insert link here). You can also explore their latest collections and updates on their Instagram page (insert link here).
