Valentino collaborates with Ailbaba for Beijing pop-up store

Valentino has joined forces with Chinese digital platform Alibaba to promote the fashion house’s Candystud collection in Beijing.

The line will be displayed at a store in the city’s Sanlitun neighborhood as well as in a 3D virtual reality shop via the Tmall’s Luxury Pavilion mobile app.

Those viewing the store digitally may browse Valentino Garavani Candystud footwear and accessories - including two limited-edition handbags. The pieces may also be purchased through the site.

Tmall’s, which debuted last August, has previously launched pop-up stores for brands like Stella McCartney, Burberry and Givenchy.

The app aims to provide customers in China with the same high-end shopping experience they could have in stores.

“Valentino’s simultaneous running of a physical Candystud Factory pop-up store in Beijing and online with a Pavilion Tmall Space is a perfect illustration of how luxury brands can leverage Alibaba to engage their consumers and take advantage of the New Retail opportunity,” Jessica Liu, president of fashion and luxury at Tmall, said in a press release.

She added, “We are delighted to have had the opportunity to work with such a storied brand as Valentino, giving it a creative and engaging entrée to a new generation of luxury consumers in China.”

The collection’s Sanlitun district showcase will run until May 17 in Beijing.