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Maison Valentino’s “Valentino Diary” 2021 collection invites fashion lovers to explore new styles immersed in a virtual Mediterranean villa. Showcased digitally, the latest presentation is far from an ordinary thumb-through pamphlet of images and descriptions. Instead, the design experience created by a digital start-up named Vertual is hosting a mystical atmosphere, complete with handbags and garments stationed throughout an immaculate architecture wonderland.
Found on the brand’s new Valentino Insights tab are the first sets of many explorative gestures: “Please Come In!” followed by “Start The Experience.” After clicking through the entrance, visitors are encouraged to “Make Yourself At Home” and discover a 360-degree pull-through map of the space. First, visitors are greeted to the entrance of a striking home’s façade, stationed in overflowing greenery. From there, visitors can click their way through the home and discover new products, details about them, and even purchase them directly from a pop-out screen.
Inspired by creative director Pierpaolo Piccolo’s hometown of Nettuno—a city where the designer was raised and resides today—this space lends images, products, and an overall aesthetic that Piccolo felt was familiar and metaphysic. Furniture pieces in the home were hand-selected by Piccolo, reminiscent of both his personal taste and the brand’s elegant aesthetic found in its stores.
Also special for the space are interactive “V” icons, which the user can click on for audio clips and to enter a full-screen mode. In these architecturally pleasing passages, the “Valentino Diary” collection comes alive, starting from a sunken living room surrounded by high arches and windows. Hovering above the wrap-around forest green sofas is a brand-new handbag—the Valentino Garavani Roman Stud Nappa Chain Bag.
On the ground floor lining the furniture is a record player and speakers, which the user can click on to play Valentino’s curated tunes for the at-home experience, featuring songs by artists like Gary Numan, Whitney Houston, Björk, D’Angelo, and OutKast. And opposite that corner is a TV playing a behind-the-scenes video of the collection’s campaign. On the modest screen, designer Pierpaolo Piccolo is seen behind the camera’s lens in the coastal town of Nettuno (where he was raised and resides today), accompanied by Mariacarla Boscono.
Further exploration awaits, as customers can indulge in other interior and exterior rooms, as well as bits of reality the homeowner may have left for another day. A stunning patio and pool anchor the outside space, unanswered voicemails can be listened to, and dreamy walk-in closets stay open for discovering. As the fashion industry goes digital, at least for today, Valentino eschews any claim that it may lack inspiration when it’s time to stay home.