Valentino pop-up hits Maxfield Gallery in LA next week

By

Cassidy Mantor

Published
Oct 16, 2017

Next week, Maxfield Gallery will host a one-week pop-up experience of Valentino's Resort 2018 line designed to introduce the label to a younger consumer through sport.

The pop-up will be used to connect with a new generation of consumers through the story of sport to introduce them to the label. The space will use merchandising props like basketballs and yoga mats as it tells a modern and accessible brand story.

According to an official statement released by Valentino, the space is designed to break "the border of the artisanal Valentino culture, in order to look towards new routes, the routes of the self-affirmation and of the unconscious dressing."

The Maxfield Gallery space is a unique venue for design and fashion experimentation for the narration of innovative brand stories. To that end, the Valentino pop-up space design will tell the story of sport through "reinforced concrete, samples in primary colors that recall the functional training box-jump, [and] imaginary metropolitan basketball nets."

Sales associates chosen for their "cultural belonging" will wear all-white tees as their uniform that come from the Valentino Rockstud Untitled collection. The tee currently retails for $1,000 on Valentino's site. Sneakers and limited edition product will help tell the sport story in the pop-up to the younger consumer.

In addition to LA, Valentino's Resort 2018 pop-up campaign features youth-oriented active spaces in New York, Tokyo, Hong Kong, Milan, Florence and London. The LA Valentino pop-up will run for one week at Maxfield Gallery from Friday, October 27th through Friday, November 3rd.