Valentino's new brand experience in Shanghai

The concept of re-signification had been the basis of Valentino's last Milan show. Its meaning lies entirely in the process, initiated by the creative director Pierpaolo Piccioli, of renewal and interpretation of the codes and languages of the historic brand. A process during which Valentino's creative strength enters into dialogue with all the other artistic forms and disciplines and from which Valentino: Re-Signify Part One was born, the first (but not the last) brand experience inaugurated by the maison in Shanghai in the spaces of the Power Station of Arts that will end on January 17th.

With the term brand experience we want to define a type of physical multimedia path in which the different creative personalities who gravitate in the orbit of the maison dialogue in an open and expansive system, in which the past and present of the brand interact with the recent and contemporary history of artistic and visual research, from video art to underground cinema, and from photography to computer graphics. The itinerary, curated by Mariuccia Casadio and Jacopo Bedussi with an installation by Kennedy London, represents an implementation of the very concept of re-signifying and includes illusory architecture, maison garments from the distant or recent past, from the latest Valentino Garavani Rockstud and Atelier collections to the masterpieces of Couture, together with works by artists Jacopo Benassi, Cao Fei, Jonas Mekas , Stanley Mouse, Robby Müller, Quayola, Anna Ridler, Rachel Rose, Sølve Sundsbø, Natália Trejbalová and Weirdcore.

Shanghai is just the first chapter in an exploration of this re-signifying through which Valentino's themes have been extracted from the archive and from today to be grafted into new areas, focusing on Stud, one of the brand most famous signatures, from its birth to the Valentino Diary collection; and, more generally, on the aesthetic universe of the Atelier and on the fundamental and ubiquitous code is that of Couture, or rather of the meaning that Pierpaolo Piccioli gives of the concept of Couture, that is, that of freedom of expression and imagination.