A one-of-a-kind experience to be interpreted freely. This Brand Experience is curated by Mariuccia Casadio and Jacopo Bedussi with a setting devised by Kennedy London.
This is the first chapter in which the iconic themes of the Maison have been drawn from the Archive and from the current collections, transplanted in a new setting and concentrated on two special codes: the Stud, from its beginning to its evolution until the new Valentino Garavani Roman Stud, introduced with the Valentino Diary Collection. The aesthetic universe of the Valentino Garavani Atelier, through botany and artisanal ability.
A third essential and universal code is Couture, the meaning that Pierpaolo Piccioli gives to the concept of Couture: a way of being, of imagining, of dreaming. A poetic and romantic language that is also visually palpable. But most of all, a language that can be comprehensible and open to all. The visitors will be able to embrace the language of Couture conveyed on each Valentino item and collection.
Re-signification implies a relation with a memory of a documented experience, an archive. It is a reference, a retrieval of signs, colors and pre-existing codes. It is also a vital appropriation, a personal way to reinterpret them to elaborate and to contextualize into the contemporary world, revising proportions, priorities, aesthetics, techniques and functions. On these premises, the chance to translate these interior signs towards the external.
Valentino: Re-Signify Part One is not a fashion presentation. Neither is it an exhibition. It is an experience, an interactive path, conceived with the idea to trigger doubts and curiosity, with the aim to not provide answers.
It is an open system that invites the visitor to conceive diverse and personal interpretations, all authentic because possible. Past and present of the Maison merges with the contemporary artistic and visual research, from video art to underground cinema, from photography to computer graphics. All of them coexist and face each other in a space made of a variety of areas, courses and a meeting points.