An immersive 3-D technology to showcase five decades of Valentino Garavani archives
Instead of the typical exhibitions in typical “hardware” museums, Valentino Garavani and Giancarlo Giammetti has used an immersive 3-D technology to showcase five decades of Valentino Garavani archives”. Said to be the first digital exhibition developed by a fashion designer, the virtual museum was introduced on December 6th at the Museum of Modern Art in New York.
The Valentino’s museum launch comes at a significant moment for the fashion industry
The public interest in fashion exhibitions is a current trend. Last summer at the Metropolitan Museum of Art, the succeeded and lucrative “Alexander McQueen: Savage Beauty” exhibition attracted more than 650,000 paying visitors. Last fall, Gucci has opened a private museum housed in a 14th-century building in the Piazza della Signoria in Florence, Italy, and many others prestigious brands, like Vuitton or Chanel, now have no hesitations to communicate about their legacy using exhibitions as a modus operandi.
It took two years to finalize the project. The design has been done in partnership with Novacom Associés, a French agency specializing in interactive marketing, and with the collaboration of Patrick Kinmonth and Antonio Monfreda. The museum was funded entirely by Garavani and Giammetti at a reported cost of several million dollars, but is free to access. It serves no direct commercial purpose and exists for the sole purpose of making the Valentino’s archives globally available to everyone with the online facilities offering unlimited interconnections and crossreferences possibilities.
In the physical world this museum would stretch over 10,000 square meters
The downloadable desktop application includes :
- a library containing 5,000 images of dresses
- photographs of the clothes, and of the celebrities who wore them
- drawings and sketching from the designer’s hand
- nearly 180 fashion show videos.
Take a Masterclass with Valentino
The virtual museum is also a place to study with the master himself if you choose to go to “A Masterclass with Valentino”, a digital tuition in which the design icon talks about creation process using some of his most famous couture dresses (like the bridal dress of Jacqueline Kennedy for her marriage to A.Onassis in 1968), assisted with Natalia Vodianova as a model. “It is the first time there as been a virtual fashion museum — and people can interact,” says Mr. Giammetti. New interactive concepts should be introduced every two months.
“We don’t want Valentino to be just from the past,” Mr. Giammetti says of his project. “We want something alive for the future.”
downloadable desktop application at http://valentino-garavani-archives.org
Picture: courtesy of Novacom and Valentino