Valentino: “Re-Signify” is the brand experience to be freely interpreted, designed by Pierpaolo Piccioli

Between gaming and amazing exhibitions, such as the recent virtual journey “Valentino Insights”, the creative director of the maison Pierpaolo Piccioli has also decided to ‘ride the digital wave’, but for this time the news comes from a physical place, that’s the multifaceted Shanghai, where Piccioli created the “Re-Signify” project.

“Re-Signify” Part One, is a multimedia event set up at the “Power Station of Arts” industrial building in Shanghai,which can be visited from 19 December to 17 January 2021.

In the doctrine of branding we could define this project a “brand experience” and like all experiences that leave a memory, the user, or rather, the consumer is invited to freely interpreted the magic of this space where “past and present, memory and imagination materialize in a single space“.

The intent of the brand? Certainly marketing, which without delay remains the significant goal of the fashion industry. But, as fashion addicts we know well that fashion doesn’t stop at either the futile or the predictable.

Fashion is an art and like all arts, passion, creativity and the ability to communicate through an innovative imagination are the growing goal of a historic company like Valentino… and Pierpaolo Piccioli knows this very well.

Not surprisingly, the creative director chooses the noun “re-signification” for the project, which should not be understood as “revisionism”, but as the possibility of living the experience offered by the maison through a personal process of (re)signification of the brand.

Through “Re-Signify” Piccioli allows consumers to experience the brand at 360 degrees in their imagination, thanks to a journey between the past and the contemporary “fueled” by culture, design and the artistic research.

Protagonists in the rooms, in contrast between the industrial walls of the pavilion and the romantic atmospheres are, in fact, iconic items and poetic patterns from the latest Valentino collections, as well as exhibitions by some contemporary artists, including the fashion photographer Nick Night.

Creative direction: Pierpaolo Piccioli

Project: Kennedy London

Curated by: Mariuccia Casadio, Jacopo Bedussi

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