POP-UP STORES! REDValentino greenhouse pop-up store, Florence – Italy

May 22nd, 2015 by retail design blog

A new chapter in the marvellous REDValentino fairytale, signed by Maria Grazia Chiuri and Pierpaolo Piccioli, opens with a surprising botanical scenario. A temporary space that has been turned into an enchanting greenhouse where the young REDValentino woman, like Alice in Wonderland, unexpectedly finds herself in a luxuriant, verdant place where her personal dream journey begins.

In this imaginary greenhouse the young protagonist of the REDValentino story light-heartedly continues her journey. Her romantic fantasy and vivid imagination are her means of expression. A cloud of delicate fluttering white butterflies comes to life, seemingly lifting this airy, magical world and carrying it to a fairytale setting. The light movement opens the space like a reverie. Predominant white accentuates the magical spirit of the fairytale, becoming a stage where the young REDValentino girl joyously imagines and stages her dreamy journey.


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