MILAN — Valentino will open a new flagship in Beijing on Nov. 6 and to further underscore the importance of the store and the Chinese market, will hold a couture runway show and a party on Nov. 7.
The opening of the 4,503-square-foot boutique, located in the Northern district of Taikoo Li, Sanlitun, is a significant step in the global strategic development of Valentino’s retail network. The flagship carries all women’s and men’s wear product categories: ready-to-wear, accessories and fragrances.
“China represents one of the most important markets for Valentino. During the past years, we have continued to invest and to grow in this territory, obtaining very satisfying results,” said Valentino SpA chief executive officer Stefano Sassi. “The opening of a number of points of sale, partnerships with important key figures of the market, and a constant attention to the region have contributed to making China the most important share of our retail results. The recognition of our brand is very high and the loyalty from our clientele is very strong. The Chinese client appreciates [creative director] Pierpaolo Piccioli’s collections where modernity and respect for values, not only of style, have made the brand great.”
Purchases by Chinese customers globally equates to about 30 percent of Valentino’s total. The first Valentino boutique in China opened in 2007. Growth over the years has been constant in China, increasing significantly since 2012 from low single-digit gains in 2008 and further developments are planned.
There are 29 boutiques in Greater China at the moment. In Beijing, there are three locations that include six doors, as locations have multiple doors.
As reported, last year revenues at the Rome-based fashion group rose 3.4 percent to 1.2 billion euros, compared with 1.16 billion euros in 2017.
Modeled after the blueprint conceived by Pierpaolo Piccioli, together with British architect David Chipperfield, the two-level boutique is connected by an internal sculptural staircase with concrete finishings. The store comprises a three-sided, transparent floor-to-ceiling glass window, which continues into a spacious and bright entrance. High ceilings, Carrara columns and Terrazzo flooring are some of the main elements of the unit.
Furniture includes white Carrara marble tables, velvet sofas and benches in green and pink. Spaces are differentiated by custom color palettes, textures, surfaces and specific lighting.
“Just like in a dream, where we cannot stop visions to happen, I would like this event to be experienced with no filters, no structures, no pre-conditions of any sort,” said Piccioli. “Because our ability to wonder when facing beauty has no limits and so has to be life: unlimited, profound, unexpected. Daydream-like.” Valentino regularly stages its couture shows in Paris.
China has become one of the most significant markets for Valentino’s couture division, and Chinese customers have acquired a greater knowledge of its value, according to the company.
Valentino previously held a show in China in November 2013. In Shanghai, it introduced for the first time in its history a collection outside of Paris, on a runway set against a backdrop of futuristic skyscrapers and a river filled with barges. The fashion event was held in an orb-shaped space with floor-to-ceiling glass in a cruise terminal on Shanghai’s Huangpu River, and it coincided with the opening of a 7,535-square-foot flagship in IAPM, a luxury mall on Huaihai Road, an upscale shopping street in the heart of the city.
Last year, the company inked with Chinese giant Alibaba to help promote the Valentino Garavani Candystud collection at a pop-up store in Beijing’s Sanlitun neighborhood and on a 3-D virtual store on Tmall Space, where the platform’s Luxury Pavilion hosts pop-up shops.