Valentino is diving deeper into the virtual realm. This week, the Roman luxury brand launched Valentino Insights, an immersive experience that invites fans to walk around a digital 3D replica of a modernist Mediterranean villa inspired by creative director Pierpaolo Piccioli’s own home in Nettuno, Italy. It comes on the tails of other innovative digital initiatives that Valentino debuted this year including #ChezMaisonValentino, a series of IG Live musical performances, and a dreamy fall 2020 couture collection streamed from Rome’s historic Cinecittà Studios.
Using VR platforms to engage communities of socially isolating individuals has been a big industry trend in 2020. Balenciaga showcased its fall 2021 collection via a fantasy video game found on its website. And Dolce & Gabbana recently launched shoppable digital replicas of its stores. Valentino Insights follows the same kind of single-player, exploration-style format, but instead of taking audiences on a journey to a space-age realm or a boutique, it lets them experience Piccioli’s lifestyle.
Created by Vertual, the video game-like experience is situated in an expansive, open-floor plan villa inspired by Piccioli’s residence in the coastal town an hour outside of Rome, where he was raised. High ceilings and large windows give the space a sense of grandeur, while the decor—’60s-style chairs and center tables—are cast in warm, inviting colors. The villa also contains interactive items: a red phone with a voice recording, a record player with a curated Spotify playlist, and, of course, Valentino accessories, including the new Roman Stud Chain Bag that can be purchased with a click.
Valentino Insights will be continuously updated with products, activities, and news from the brand. By opening the doors of the maison (albeit virtually), the platform is fostering a sense of kinship between the label and its customers.
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