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From Rockstuds to red: Valentino welcomes shoppers to its new Chelsea flagship

Chloe Burney
15 April 2024

Maison Valentino set out to reimagine its brick-and-mortar stores back in November 2022 with a 'human-centric approach' through an 'intimate retail' experience. With this in mind, the luxury purveyor has opened the doors to a new London flagship on Sloane Street, London.

Set over four floors, the Sloane Street flagship explores some of Maison’s visual codes defined by a unique chromatic treatment that nods to Valentino’s instantly recognisable motifs. Shoppers can explore the brand’s offerings - think Rockstud-imbued handbags and crisp tailoring - through areas dedicated to accessories, ready-to-wear and private client spaces.

From the street, the traditional white stone facade offers a glimpse into the store’s ground floor, with expansive windows dedicated to ready-to-wear displays.

Inside, the ground floor is home to accessories and handbags. Up the dramatic crimson red staircase, shoppers will discover the first floor dedicated to the brand’s shoe offering.

The second floor is a distinctively different mood and is dedicated to the ready-to-wear collections. Minimal display elements contribute to the intimate feel of this space, which opens onto a private fitting room furnished with red seating.

Designed to welcome private clients, the fourth floor once again explores the red in all its richness - a space whose interiors nod to London’s 1970s interior design movements. The special areas will be reserved for private appointments, to 'enhance the feeling of intimacy and exclusivity' within the carefully curated setting.

This follows last month's news that Gucci's former Creative Director Alessandro Michele, known for his more is more aesthetic, is set to take the helm at Valentino. We await to see how he reimagines the Rome-based couture houses's design codes.


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