Valentino partnered with Sleep No More on an immersive theater production in Shanghai, allowing guests to experience its Spring 2023 collection in a new light.
Last September, Valentino painted Qinhuangdao’s Aranya district fuchsia as part of its Pink PP Fall 2022-23 campaign. Just six months later, the Italian luxury brand presents a more restrained mood, but it’s no less showstopping.
The Unboxing Valentino Spring/Summer 2023 collection taps the zeitgeist of the post-pandemic era. Its ethos is that “by removing the inessential, essence is revealed.” With minimal silhouettes and neutral tones interspersed with pops of color, the collection encourages a sense of pure freedom and individuality, feelings that vibe with young Chinese consumers. These same qualities are brought to life in a creative China campaign in partnership with Sleep No More, which sits at the cutting-edge of immersive theater and fashion.
A fashionable twist on Sleep No More’s immersive theater experience
Co-produced by Punchdrunk International and China’s SMG Live, Sleep No More is an off-shoot of the New York show that opened in Shanghai in December 2016. Maison Valentino first partnered with the Shanghai-based theatrical team in September 2021, for an immersive experience inspired by the Valentino Act Collection. This time, Valentino is deepening its collaboration by becoming the exclusive fashion partner of Sleep No More Shanghai and co-creating its first full-length immersive theater production, titled The Box.
Sleep No More scriptwriters and artists created an original script, sets and choreography inspired by Unboxing Valentino concepts and dedicated to the collection. The show’s cast of actors, dancers and musicians performed in new-season Valentino looks across five stories of the purpose-built McKinnon Hotel. The one-night only performance premiered on April 11, 2023.
At a time when immersive experiences and personal connections are vital in establishing brand loyalty, Valentino is hoping to respond to the desires of young Chinese consumers while also reflecting the Maison’s values of inclusivity and humanism. Continue to read the full article here
