Pierpaolo Piccioli has celebrated the opening of Valentino’s new active space in Tokyo that is designed to “break a border of the artisanal Valentino culture”. The brand opened the sport-themed pop-up store on October 26 in Tokyo to showcase the Resort 2018 Collection.

The VLTN Tokyo shop is located in Omotesando, a busiest high-end fashion area just a short walk away from the youth street culture’s mecca, Harajuku. The space underscores the athletic mood with its gym-like decoration such as training jump boxes and basketball nets designed to appeal to the new generations.
 
Piccioli, who made his fourth visit to Japan on this occasion, said: “I wanted to show a different side of the brand with real street vibes. Tokyo is an ideal place to launch this collection celebrating freedom, diversity, and individual expression.” A catalogue titled “VLTN TKY Zine”, featuring the designer’s portraits and favourite Japanese words, was distributed to the guests with an “I Love Tokyo.” message on the last page.

Along with the selection of clothes and accessories from the athleisure-influenced Valentino Resort 2018 Collection, this space has limited edition products with its new logo “VLTN”, including basketballs, yoga mats, sneakers and T-shirts.
 
The same concept space was opened in Soho, New York last week, to add to Hong Kong and Milan. Moreover, other projects are happening in collaboration with multibrand stores such as Maxfield in Los Angeles and Harrods in London  to promote the collection with a new perspective.