‘Tis the season for holiday pop-ups and Valentino is opting for innovation, opening sport-themed pop-up shops in New York …… Milan, Hong Kong and Tokyo—together with “other special projects in collaboration with important multibrand stores such as Maxfield in Los Angeles and Harrods in London”—to promote the luxury brand’s limited edition 2018 resort collection, which it’s calling VLTN.
Resembling fancy gyms and workout facilities—with basketball courts for good measure—the VLTN pop-ups will feature limited edition training shoes, yoga mats, basketballs and tracksuits. The New York pop-up opening on Oct. 26th, 2017, below, is located on Spring Street in Soho, in the former home of American Apparel.
The Tokyo pop-up, which opens on the same day, also evokes New York thanks to NYC fashion photographer Terry Richardson’s images for the VLTN ad campaign—with its 80s-inspired logo—and also features a painting in homage to Valentino himself.
Valentino is exercising a new muscle, so to speak—a far cry from when it was founded by Valentino Garavani in 1960 in Florence. The brand is now part of Valentino Fashion Group, owned by the State of Qatar through Mayhoola for Investments S.P.C.
VLTN debuted at New York Fashion Week in May, 2018, when Fashionista noted that Valentino’s head designer “Peirpaolo Piccioli lent a sporty streetwear theme to Valentino’s Resort 2018 collection.”
Now its first-ever pop-up stores are opening around the world, starting in Hong Kong (see the full list here):
Hong Kong (10/24-31) IFC Mall Atrium
Tokyo (10/26-11/19) Omotesando, QC Cube Jingumae
New York (10/26-11/26) 121 Spring Street, Soho
Shanghai (10/30-11/6) Plaza 66 Atrium
Seoul (11/8-19) Boon the Shop, Cheongdam
The brand explains the VLTN sportif brand in its own distinctive fashion below:
“Within the active spaces, sport, which is the fundamental principle of inspiration of the Valentino Resort 2018 Collection, reveals its pure significance as an ideal space of possibilities and identity. Reinforced concrete, samples in primary colors that recall the functional training box-jump, imaginary metropolitan basketball nets: the active underground enters the magnificence of the Valentino boutiques conquering an unexpected, authentic and distinguished space.
It is not an embezzlement of an aesthetic universe nor a contamination: it is more likely an opening towards an aesthetic invasion, something that is able to break a border, the border of the artisanal Valentino culture, in order to look towards new routes, the routes of the self-affirmation and of the unconscious dressing, typical of the new generations.
These spaces will have authors, not vendors: dedicated personnel, chosen for their inclination and cultural belonging, and will be wearing as a uniform the white shirt from the Valentino Rockstud Untitled collection, that will act as a surrounding to their personal style.
Further to the selection of items and accessories of the Valentino Resort 2018 Collection, the active spaces will also have a limited edition collection that will include multiple contemporary sports facets: basketballs, yoga mats, sneakers and other objects that unite the Maison’s artisanal savoir-faire culture to the urgency of individuality and self-affirmation of the new sport oriented cultures.”
Via Brandchannel
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