REDVALENTINO OPENS NEW BOUTIQUE AT AVENTURA MALL IN MIAMINEW YORK, NY (AUGUST 2013) – REDValentino is pleased to announce the opening of its new boutique at Aventura Mall in Miami, FL.
The 1,000 square foot space is conceived as a fluid, dreamlike experience, charged with the sense of surprise one finds in fairytales. The boutique is full of familiar spaces that suddenly reveal a hidden, parallel dimension; walls move and ceilings disappear. In the blink of an eye, both viewpoint and vanishing point shift perspective and turn reality into magic. Designed by Maria Grazia Chiuri and Pierpaolo Piccioli, Creative Directors of Maison Valentino, the ephemeral space reveals a spatial narrative that flirts with rebellion and whimsy.
The space is formed by a succession of three rooms interacting in a surreal way. The warm, timeless atmosphere of a cozy antique home is contradicted by the contemporary lighting, emphasizing the texture of the white capitonne walls and other metal details. Surreal presences enliven the interiors in a play of transformations from 2D to 3D: the winter garden beyond the hidden door of the armoire in the first room; the trompe l’oeil of the third room that envelops the visitor in an ephemeral landscape like a surreal Toile de Jouy; paper animals displayed in hand-blown glass cases on a luminous bookshelf; mechanical dolls that chase each other in a dance in the greenhouse at the entrance.
Bright white is the unifying theme. It is the blank page upon which all are invited to tell their own tales with clothes, to describe their own dreams.
Maria Grazia Chiuri and Pierpaolo Piccioli collaborated with other eyes and hands in this project to create a sort of Fairy Factory: a communion of creative energies capable of liberating the power of dream. Nikki Nye and Amy Flurry of Paper-Cut-Project, totally attuned to the values and idiosyncrasies of REDValentino, were thus free to fashion the wigs and paper animals, white like the space, at once familiar and surreal, elements of a story that everyone will be free to read in their own way.
There are currently only two other REDValentino free-standing boutiques in the US in Costa Mesa and San Francisco. Aventura will be the third REDValentino boutique opening, with Caesar’s Forum Shops in Las Vegas opening later this year.
Established in Rome in 1962, the Valentino fashion house is one of the highest expressions of couture savoir faire and the excellence that has made Italian products famous worldwide.
The ateliers in Palazzo Mignanelli, the company's historic headquarters in the heart of the Eternal City, are where creativity and expertise meld in search of timeless elegance. Lightness, grace, and precious delicacy are in the DNA of Valentino.
Maria Grazia Chiuri and Pierpaolo Piccioli have been its Creative Directors since 2008. Condensed and simplified, the fashion house's iconographic legacy has been reinterpreted and recontextualized. Now Valentino is contemporary. Heritage and style blend in its future-oriented concept that is rich in memories but never nostalgic.
For further information please contact:
Events & Marketing Manager
VP of Marketing and Communications