Valentino launches pop-up ‘active spaces’

Valentino is to launch an ‘active spaces’ pop-up to allow its customers to experience the brand’s latest resort collection before it is officially available.

The pop-up will open in the world’s leading fashion cities, including London, Milan, Tokyo and Hong Kong. Customers will get a sneak preview of the collection, its styling and aesthetic direction.

The will be curated to incorporate the activewear and sportswear themes from the collection, such as bold primary colours, concrete accents, complemented with photography and samples of the clothing.

Inside these pop-ups, Valentino has recruited what it calls “authors, not vendors,” who will guide the customers through the experience, all while wearing the uniform of a white Valentino shirt.

The spaces will also hold a limited-edition collection of sports accessories, including yoga mats and basketballs, not available anywhere other than in these pop-up shops.

According to Luxury Daily, pop-ups make sense for high-fashion brands, who use them to build hype around upcoming collections. Additionally, as luxury brands, customers desire unique experiences that go beyond the traditional shopping experience.

Photo credit: Valentino Resort pop-up, courtesy of Valentino