EXCLUSIVE: Valentino Opens New SoHo Store and Pink PP Pop-up Café to Celebrate

Valentino is back in SoHo, New York.

The Italian couture house is opening the doors to a new boutique at 98 Prince Street on Wednesday after closing the location at 135 Spring Street in July. The newly renovated, 230-square-meter shop underscores Valentino’s rethought retail strategy, following the opening of its mega Madison Avenue flagship in November.

More from WWD

Inside Valentino's Soho Boutique.
Inside Valentino’s SoHo boutique.

The new store concept, conceived internally by chief executive officer Jacopo Venturini and creative director Pierpaolo Piccioli, celebrates the maison’s codes and Italian heritage; is an intimate locale to welcome clients, and “originates from a rethink of the brand’s relationship with its clients, which becomes the central focus of the design story and sets the tone for a client journey inspired by Italian hospitality, devised as a ritual guided by the store team through the spaces,” the brand said in a statement.

The Valentino SoHo boutique features architectural elements, including glass block tables with lighting; a black oak wood floor; fabric-upholstered walls; an arena-shaped central plexiglass installation and backlit niches along the perimeter. Each high-design touch follows the same level of craftsmanship as Valentino’s Madison Avenue location.

Valentino's MiniMoon handbag.
Valentino’s MiniMoon handbag.

The boutique will carry Valentino Prêt-à-Porter men’s spring 2024; Valentino the Narratives spring 2024 and the Valentino Garavani accessories collections, including the debut of the MiniMoon handbag, as seen here in napa calf with gold chain hardware.

To celebrate the opening, Valentino has teamed up with Italian American fine dining establishment Sartiano’s and Bond Hospitality for a fully branded Valentino takeover of Sartiano’s street-level café, located directly across the street from the boutique at Sartiano’s at the Mercer Hotel, 99 Prince Street.

Inside Valentino's Soho Boutique.
Inside Valentino’s SoHo boutique.

The café will transform into a Valentino Pink PP-hued pop-up complete with custom-tinted windows (featuring the quote, “Love is the answer, always,” from Piccioli), awnings, matching pink interiors and more in the couture house’s well-known, vibrant hue — perfect for the brand’s loyal clientele, as well as Barbie fans and Valentine’s Day lovers.

Valentino Café at Sartiano’s, running Feb. 7 to 14 with reservations available through Resy, will feature a special curated menu courtesy of executive chef Chris Lewnes and culinary director and three-time James Beard award winner Chef Alfred Portale, with a specialty cocktail from Bond Hospitality’s Beverage Director Adam Baca. The menu will “seamlessly marry traditional cuisine with New World tastes and innovations,” the brand said, with the beverage drawing inspirations from Valentino and Sartiano’s shared Italian heritage.

Valentino Café at Sartiano’s
Valentino Café at Sartiano’s

Best of WWD