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As the world slowly emerges from the COVID-19 pandemic, fashion brands have embarked on a intense race for digitalization. The luxury fashion house Valentino has been no exception to the rule as it is about to hold “Valentino Garavani Backnet”, a virtual event dedicated to sneakers under the same name, in live from its flagship store Cia Montenapoleone in Milan. An exclusive and original event that combines the digital experience with the physical and concrete space of the store.
The Italian fashion house is once again betting on the digital world and strengthening its omnicanal strategy.
Tomorrow, Thursday, June 4th at 7 pm, Valentino’s flaghsip on Via Montenapoleone – Milan’s luxury shopping street – will host the virtual event “Valentino Garavani Backnet”, dedicated to the brand’s Backnet sneakers.
Hosted by Alessio Ascari, creative director of the leading visual arts magazine Kaleidoscope, the live event will be enhanced by the interactive performance of the Berlin-based creative collective Sucuk & Bratwurst, known for its 3D animations highlighting the details of the sneakers by immersing them in unexpected digital settings.
From their homes, “virtual customers” will have the opportunity to witness a unique performance that will showcase Backnet models in different dimensional spaces, but above all to customize their own pair, for example by adding a leather label on the back or by engraving their initials.
The Valentino emblematic Backnet sneakers, made of leather with perforations on the sides to design the company logo, will therefore be customizable as requested. A specialised sales assistant will even be present in the shop to guide customers through the purchasing process.
By calling on this collective (which has already worked with fashion brands such as Dior, Alexander Wang, Rimowa, Nike and Adidas), Valentino wants to increase its potential in product personalization, but also to mark a further step towards its digitization, at a time when social distancing is increasingly encouraged to stop the spread of the coronavirus.
A bold project that also allows the fashion house to move an exclusive in-store event into virtual space and thus bring two apparently incompatible formats closer together.
The virtual meeting will be broadcast live on a dedicated online platform, with guests receiving a link to join remotely, without any physical interaction since the shoes can either be delivered to their home or picked up at the store.
A journey to discover the iconic Backnet sneakers that is interactive, fun and … secure.
Read also > Louis Vuitton, Valentino, Marc Jacobs, Gucci…when luxury meets gaming
Featured photo : © Valentino[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
As the world slowly emerges from the COVID-19 pandemic, fashion brands have embarked on a intense race for digitalization. The luxury fashion house Valentino has been no exception to the rule as it is about to hold “Valentino Garavani Backnet”, a virtual event dedicated to sneakers under the same name, in live from its flagship store Cia Montenapoleone in Milan. An exclusive and original event that combines the digital experience with the physical and concrete space of the store.
The Italian fashion house is once again betting on the digital world and strengthening its omnicanal strategy.
Tomorrow, Thursday, June 4th at 7 pm, Valentino’s flaghsip on Via Montenapoleone – Milan’s luxury shopping street – will host the virtual event “Valentino Garavani Backnet”, dedicated to the brand’s Backnet sneakers.
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[/vc_cta][vc_column_text]Featured photo : © Valentino[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”customer”][vc_column][vc_column_text]
As the world slowly emerges from the COVID-19 pandemic, fashion brands have embarked on a intense race for digitalization. The luxury fashion house Valentino has been no exception to the rule as it is about to hold “Valentino Garavani Backnet”, a virtual event dedicated to sneakers under the same name, in live from its flagship store Cia Montenapoleone in Milan. An exclusive and original event that combines the digital experience with the physical and concrete space of the store.
The Italian fashion house is once again betting on the digital world and strengthening its omnicanal strategy.
Tomorrow, Thursday, June 4th at 7 pm, Valentino’s flaghsip on Via Montenapoleone – Milan’s luxury shopping street – will host the virtual event “Valentino Garavani Backnet”, dedicated to the brand’s Backnet sneakers.
[…][/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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[/vc_cta][vc_column_text]Featured photo : © Valentino[/vc_column_text][/vc_column][/vc_row]
