/Valentino Opens the Doors of Its Virtual Home, and Its Beautiful

Valentino Opens the Doors of Its Virtual Home, and Its Beautiful

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.

Snapshot of Valentino Insights


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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