Chez Maison Valentino: An interactive digital space that lets you experience Palazzo Mignanelli.
+ By Joana Avillez
The fashion industry is coming up with creative ways to accelerate digital activity and reimagine customer experiences. Now you can do everything online — watch fashion shows, shop and check out their stores.
You can virtually visit Palazzo Mignanelli, the headquarters of the Maison, founded by Valentino Garavani and Giancarlo Giammetti. All you need to do is head to their website where you will come across the façade and rooms redesigned by New York based artist Joana Avillez. Visitors will have access to seven rooms and explore the Valentino universe. Get insights into Creative Director Pierpaolo Piccioli’s creative process by stepping into his studio, or watch movies that have inspired the house by heading to The room: MUBI x Valentino. The ‘Haute Couture Ateliers’ room features Valentino Haute Couture history through images of the Atelier and the ‘Hall of Fame’ showcases looks worn by celebrities on the red carpet.
The courtyard of the palazzo is adorned with a sculpture by Igor Mitoraj and it becomes the ‘New Collection’ room, featuring the recent collection by the House and directly linking it to their online store. The ‘Chez Maison Store’ comprises of a limited edition collection of hoodies and t-shirts designed by Joana Avillez. ‘Maison Archive’ is the last room and it includes all the collections and advertising campaigns created by Pierpaolo Piccioli.