MILAN
–
Valentino
and its creative director Alessandro Michele are introducing a new cultural and immersive architectural experience at the brand’s Madison Avenue boutique.
Called L’Atelier Sonore, the couture house on Thursday will unveil an intimate listening room with a bespoke sound system.
The store’s mezzanine floor will be transformed into a sonic space reflecting
Michele’s vision
. It was conceived in partnership with Italian cultural collective Terraforma, founded by Ruggero Pietromarchi. The soundscapes curated by Terraforma, a platform for experimentation in sound and ecology, are crafted by sound designer and streetwear veteran
Giorgio Di Salvo.
“I really like to work with musicians, because the sounds, music and everything that is impalpable are part of my work,” Michele told Dailyexe.
“Music directly interacts with the mise-en-scene and the creation of objects. My creative life is made of sounds, and music is a powerful language that suits me and that I love to employ.”
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The set up was designed in collaboration with architect Francesco Lupia and is built around three core elements: a bespoke sound system, a handcrafted multifunctional listening console inspired by traditional cabinet-making and modular seating with velvet cushions.
Each is sheathed in a patchwork of finely veneered woods.
“I feel about this collaboration as a meaningful cultural encounter, where aesthetics, sound and design engage in an elevated dialogue. L’Atelier Sonore is an immersive listening experience that unfolds organically across a rich spectrum of sound and textures,” Pietromarchi said.
“The space itself becomes a sonic extension for expression and exchange, embodying Terraforma’s ongoing exploration of sound as a spatial practice, in deep resonance with Alessandro Michele’s distinctive aesthetic sensibility for Maison
Valentino
. This project is driven by a shared commitment to pushing creative boundaries and reimagining the ways we experience and inhabit space through sound,” he added.
To mark the opening, Valentino and Terraforma will present a 10-hour live program, beginning at 2 p.m. on Thursday. The event will feature a series of listening sessions joined by international artists, including Laraaji, Lea Bertucci, Laurel Halo, Lizzi Bougatsos, Chuquimamani-Condori, Kevin Beasley, Veronica Vasicka and Physical Therapy.
Valentino will provide a restricted number of opportunities for the general audience to attend the opening ceremony, with registrations becoming available on their official site this coming Friday.
During breaks between shows, the specially crafted playlist, created by Terraforma for Valentino, will play in the background and remain accessible to guests in the days after the event.
Between May 16 and the conclusion of August, the area will stay accessible every day. Additionally, certain times will feature listening sessions hosted by acquaintances of the establishment, where they’ll present musical picks from their private record assortments.
Terraforma serves as a center for interdisciplinary cultural events, founded in 2014 as an international festival focusing on experimental music with a sustainable approach. It encompasses various initiatives such as “Terraforma Exo,” which brings together prominent figures from the realms of thought, music, and arts related to sound and ecology; “Terraforma Symposium,” designed to encourage open dialogues aimed at exploring sustainability via innovative methods; and “Terraforma Journal,” an editorial venture that merges elements of sound, art, ecology, and modern culture.
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