Valentino is diving deeper into the virtual realm. This week, the Roman luxury brand launched Valentino Insights, an immersive experience that invites fans to walk around a digital 3D replica of a modernist Mediterranean villa inspired by creative director Pierpaolo Piccioli’s own home in Nettuno, Italy. It comes on the tails of other innovative digital initiatives that Valentino debuted this year including #ChezMaisonValentino, a series of IG Live musical performances, and a dreamy fall 2020 couture collection streamed from Rome’s historic Cinecittà Studios.
Using VR platforms to engage communities of socially isolating individuals has been a big industry trend in 2020. Balenciaga showcased its fall 2021 collection via a fantasy video game found on its website. And Dolce & Gabbana recently launched shoppable digital replicas of its stores. Valentino Insights follows the same kind of single-player, exploration-style format, but instead of taking audiences on a journey to a space-age realm or a boutique, it lets them experience Piccioli’s lifestyle.