Valentino, world-renowned fashion brand, opened their newest pop-up store location on Spring Street in SoHo Manhattan this weekend.
Valentino is an Italian design brand that has dominated the fashion industry for over 50 years, starting in Rome in 1962 and gaining foot worldwide quickly.
The company, which just released it’s Spring/Summer 2018 Collection, is currently displaying pieces from their previous Resort 2018 Collection in pop up stores across the globe. The newest collections feature pieces that reflect the fashion of the late ‘80s and early ‘90s, focusing on a sporty aesthetic that additionally demonstrates the pace of modern day life. Valentino, which has branded itself as such for years, released a new logo with the collection as well: VLTN. The VLTN logo dominates a large portion of the pieces and plays into the fresh and clean look of the line.
The company is utilizing the physical aesthetics of their pop up spaces to accentuate the collection as well, calling the pop-up stores “active places” where the theme of sport “reveals its pure significance as an ideal space of possibilities and identity,” (Valentino). Not only do the pop-up stores carry the newest collection, they also put VLTN branded basketballs, hats, and other sport-related items to encompass the message of the collection in the space. The pop-up spaces that house the collections have a gym-like feel that meshes with the clothes displayed.
The SoHo VLTN pop-up store plays into this same gym-like feel, as the walls are adorned with chain link material that holds shelves of men’s sneakers. The store displays a bright ‘VLTN’ lighted sign in its windows and inside has clothes and sports equipment from the collection that follow the same theme.
The SoHo pop up store, which has been popularized by many artists including Troye Sivan, will be open until February 20th, 2018. But don’t worry if you miss this location, as VLTN intends to use its global power to open pop-up stores around the world featuring the Resort 2018 collection, including Tokyo, Hong Kong, Milan, London, and Los Angeles.
Images Courtesy of Valentino