Mia Le JournalI AM YOUNG, I AM ROCK, I AM ROMANTIC, I AM REBELLIOUS, I AM ECCENTRIC: WHO AM I? I AM REDVALENTINO!
REDValentino is pleased to announce the official opening of its new store in Via del Babuino 61.
An evocative and luminous atmosphere. A dialogue distinguished by liveliness and brave combinations. It tells a story of creativity with passion, irreverence and dynamism. A unique style interpreting new spaces. With this energetic, vibrant spirit, Creative Directors Maria Grazia Chiuri and Pierpaolo Piccioli developed the new concept store with architect and designer India Mahdavi.
‘The initial idea, together with India, was to create a concept based on the historical idea of a ‘Salon’, a meeting space, center of cultural and social life, a unique ‘Symposion’ for culture lovers. The intimate and emotional space allows the REDValentino girl to have a multicultural dialogue that favors not only the real world but also a virtual one. We are happy of this project and it is important for us to have the first store in Rome, our city, between Via del Babuino and Via Margutta – close to Piazza del Popolo, a location symbol of cultural exchange and art.’
The ample glass and brass façade on one of Rome’s most picturesque and strategic streets invites customers to discover a new intimate and enchanting space. A surface of over 180 square meters allows to dream and tell stories. The oneiric is set free creating striking contrasts with a harmonious overall mood. The curvy lines of each element blend with the collections, generating a myriad facets and interpretations. Visual and tactile contrasts animate , the versatile and multiform space. White, pink, and ochre are the unifying symbols of this romantic and rebellious space. The four areas inside the store are the result of a kaleidoscopic narrative with an original blend of brass and enameled ceramic elements, velvet and pink terrazzo stone, Rubik and Stone displays with Charlotte chairs: unique elements that have always distinguished the original design of India Mahdavi.
During this special event the new Fall/Winter 16-17 Pre Collection. This collection is dedicated to a spontaneous, eccentric, unique girl; a dreamer who incessantly writes her own story with passion and courage.
An exclusive cocktail will welcome the guests who will actively take part of a live performance by the street and crochet artist London Kaye – American artist who uses crochet on unusual surfaces, an art that engages public and craftsmanship. London Kaye will create a unique and colorful installation within the store window inspired by the Fall/Winter16-17 Pre Collection.
The evening will proceed at Teatro Quirinetta, historical Roman entertainment venue famous in the 20’s-30’s and today exclusive club, symbol of the international live music scene. Within the walls of the Teatro Quirinetta, a live performance will take place by singer and songwriter Birdy, young artist, vocal phenomenon with a dreamy and spontaneous spirit – talent and protagonist of the REDValentino Spring/Summer ‘16 Advertising Campaign.
In this context, where art and culture blend together, REDValentino starts a new chapter. A concept store dedicated to a cosmopolitan young woman who expresses contemporary times and represents the kaleidoscopic joys of femininity.
REDVALENTINO – VIA DEL BABUINO 61 – 00187 – ROME-ITALY