CHINA. Italian luxury house Valentino and DFS Group have partnered to open a standalone Valentino concept store in Shanghai Hongqiao International Airport.
The partners have also unveiled a ‘Red Rhythm and Spring V Lounge’ pop-up to celebrate the opening. This was launched to coincide with Lunar New Year and Valentine’s Day.
The store marks a milestone for the brand’s expansion in China travel retail and further elevates DFS Group’s luxury offer at the airport, the partners said.
The Valentino concept store and V Lounge pop-up are located in Terminal 2.
The 70sq m standalone boutique offers the brand’s menswear and womenswear ready-to-wear collections alongside its Valentino Garavani accessories, handbags and shoes.
Inspired by Italian hospitality, the store was designed with the mission of re-examining the relationship between brands and consumers. It features a muted colour palette in line with Valentino’s ‘quiet luxury’ aesthetic.
A textured marble façade, inspired by traditional Roman architecture, greets travellers as they enter. Geometric Botticino, Sahara Noir and Onyx marble come together with deep-red furnishings and mirrored details to create a comfortable and relaxing shopping atmosphere.
Two key launches, the classic Locò and V Logo Moon bags, are prominently showcased in the boutique and V Lounge.
The V logo Moon small chain hobo bag, available in white and black colourways at Shanghai Honqiao, features Valentino’s oval V logo and comes in a soft calf skin leather with metal chain.
At the store, travellers can choose a gift from a special ‘Love Gift Guide’ on WeChat and have their purchases presented in Valentino-branded packaging.
The Red Rhythm and Spring V Lounge pop-up is dressed in a vibrant red hue, the traditional colour of Lunar New Year (10 February), the Spring Festival (the 40-day period after Lunar New Year) and Valentine’s Day (14 February).
The circular 30sq m pop-up, which takes inspiration from the shape of a traditional Chinese lantern, offers travellers a space to relax, while perusing Valentino’s V Logo handbags. ✈
