Valentino Unveils Immersive Sound Experience at Madison Avenue Boutique
MILAN — Renowned fashion house Valentino, under the creative direction of Alessandro Michele, is set to launch an innovative cultural experience known as L’Atelier Sonore at its Madison Avenue boutique.
Introducing L’Atelier Sonore
On Thursday, Valentino will unveil an intimate listening room equipped with a bespoke sound system designed to enhance the customer experience.
A Sonic Space Reflecting Vision
The boutique’s mezzanine will transform into a unique sonic environment that embodies Michele’s artistic vision. This immersive experience is developed in collaboration with Italian cultural collective Terraforma, led by Ruggero Pietromarchi. The soundscapes, thoughtfully curated by Terraforma, are designed by veteran sound designer Giorgio Di Salvo.
Music as an Integral Creative Element
“I enjoy collaborating with musicians because sounds and music are integral to my work,” Michele expressed. He emphasized that music plays a fundamental role in his creative process, saying, “It interacts directly with the mise-en-scène and object creation, adding depth to my artistic expression.”
A Thoughtful Design Collaboration
The architectural setup for L’Atelier Sonore is a product of collaboration with architect Francesco Lupia, centered on three key components: a custom sound system, a handcrafted multifunctional console reminiscent of traditional cabinet-making, and modular seating adorned with plush velvet cushions. Each piece showcases a patchwork of finely veneered woods.
A Meaningful Cultural Encounter
Pietromarchi noted the collaboration as a “meaningful cultural encounter,” explaining, “L’Atelier Sonore offers an immersive experience that unfolds across a rich spectrum of sound and textures, allowing for deeper expression and exchange.” The space is envisioned as a sonic extension that aligns with Valentino’s distinct aesthetic, aiming to push the creative boundaries of sound and design.
Grand Opening Event and Public Engagement
To celebrate the official opening, Valentino and Terraforma will host a 10-hour live program starting Thursday at 2 p.m. This event will feature a lineup of international artists, including Laraaji, Lea Bertucci, and Kevin Beasley, among others.
Ongoing Experiences Beyond the Opening
Valentino will provide a limited number of public entries for this exclusive event, with registration available on the brand’s website. Following the launch, a curated playlist created by Terraforma will continue to delight visitors in the space until the end of August. Additionally, select listening sessions with guests sharing personal music selections will be organized throughout this period.
About Terraforma
Established in 2014, Terraforma serves as a hub for cross-disciplinary cultural activities focused on sustainability. The initiative encompasses various projects, from the experimental music festival to symposiums that foster open discussions on sustainable practices within art and culture.
