A Global Unboxing: 9 designers reimagine Valentino's boutique windows
Law Roach, Anna Dello Russo and more were chosen to draw the eye to Valentino's Parisian boutique, with a unique scenography.
Unboxing Valentino, creative director Pierpaolo Piccioli's Spring/Summer 2023 collection, uses deconstruction as the basis for an entirely new creative construction. Unboxing is the concept that gave birth to this deeply stimulating collection, which activates, like a sleight of hand, nine interpretations by brilliant designers to spread around the world and online.
In France, it was in the hands of Clément Lomellini that this joyful challenge was submitted. In the streets of Paris, we discover his playful and daring interpretation of the collection: the bright colours create a dynamic display, while the Valentino Toile Iconographe pattern draws attention to the elements that repeat naturally. Black dresses with selective cutouts and transparent fabrics force the awareness that the body comprises disparate but continuous elements.
The mannequins appear through a torn paper backdrop, enacting the drama of physical unboxing, the act of tearing the paper from the object that one can no longer wait to open. The scenography is meant to be chic and shocking, like the capital in recent days.
Elsewhere in the world, we find scenographies that have nothing to do with that of Paris. Law Roach unfolds his interpretation through a striking space in New York, with a box characterized by a deep and enveloping red that becomes a real manifestation of the Unboxing concept.
On the London side, Rebecca Corbin-Murray 's concept is inspired by the runway's black look with 3D yellow flowers, where projected yellow flowers form the backdrop for all-black looks. In Milan, Lorenzo Posocco incorporates scenes of everyday life into the presentation of the iconic boutique on Via Montenapoleone, capturing the relationship between the street scenes that parade daily in front of the windows and the peaceful universe of the boutique. The coolness of aquamarine and gold gives the impression of being in an aquarium in Dubai, where Anna Dello Russo uses mixtures of colours and a profusion of accessories to manifest a feeling of abundance.
In Shanghai, Mix Wei pays homage to traditional Chinese painting, in which just five colours are used to evoke a great diversity of natural expression. Geum Nam Hwang titles his installation in Seoul “Unbox Me” where the puzzle of the Soma Cube, a reinterpreted transparent block that fits together, functions as a metaphor for how the individual is a composite of disassembled elements.
For Tokyo, Masataka Hattori creates a natural enclave by staging the relationship between the natural and the constructed.
Finally, The Ninth Showcase exists online, to allow everyone, wherever they are, to discover the Unboxing Valentino collection for themselves. Created by design duo Grandquist, Alexandra and Mackenzie, this digital showcase features mannequins suspended from raised triangular platforms against a backdrop of intense red, the colour that expresses Valentino's purest essence and recalls its origins.
Each designer was thus able to interpret the collection in their own visual language and, in doing so, prove that there is great diversity and complexity in purity. Unboxing celebrates the limitlessness of creative momentum and its execution. The proof is with these nine grandiose scenographies.
Check out the A Global Unboxing experience here .
