This morning following a press conference held in New York City Italian Fashion Designer Valentino Garavani with partner Giancarlo Giammetti announced the launch of The Valentino Garavani Virtual Museum. Anne Hathaway opened the press conference joined by Franca Sozzani, editor in chief of Italian Vogue and Amit Sood, creator of the Google Art Project in New York City.
The online museum is similar to an app. It was built by French technology company Novacom and can be downloaded from The Archives. Once downloaded the experience is controlled by touchscreen or a mouse.
The idea is replicating a visit to a palazzo with white walls and a glass roof exposed to the a “blue-roma cloudstream” and the reflection of natural sunlight. Once launched a red cube with a beautiful Valentino gown starts the 3D tour. A map opens on the right side of the screen to guide you through 10,000 square feet in a brick-and-mortar museum. Showcasing over 5,000 dresses, original sketches, a look at some of the celebrities who have worn Valentino Couture over the years and an insider peek into the visionaries behind the brand.
From the map a selection can be made to customize the tour. The opening choice is the Museum Entrance. This is followed by Themes & Variations, Very Valentino, Creating Couture, The Other Half, Valentino seen by…, The Library, Muses & Friends, Exhibitions & Events and Maison Valentino. The archives cover a span of fifty years and about 100 fashion shows so there is much to see.
“It is the first time there as been a virtual fashion museum — and people can interact,” says Mr. Giammetti, explaining the concept of digital “master classes” with Valentino. ”We don’t want Valentino to be just from the past. We want something alive for the future.”
For students this concept speaks their language and allows them entrance through the use of social media sites such as Facebook and You Tube. A dress can be dissected and craftsmanship seen up close such as the bridal dress of Jacqueline Kennedy for her marriage to Aristotle Onassis in 1968.
At the press conference Giametti went on to explain that the virtual museum will continue to evolve adding more rooms and new features as technology evolves.
The full 50 minute press conference can be viewed on You Tube.