While being in Florence, I was able to explore the new Pop Up Greenhouse by RED Valentino which will officially opens its doors today at Piazza Strozzi.
The temporary space will stay until the 17th of June.
It is a beautiful botanical scenario, where you unexpectedly find yourself in a luxuriant, verdant place like Alice in Wonderland.
In this imaginary greenhouse the young protagonist of the RED Valentino 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 decoration is divine.
Gardening elements become objects for displaying exclusive garments. Scarves are enclosed in transparent glass bulb boxes. Galoshes hang in wood crates while colourful costume jewellery is “planted” in small white flower pots.
If you are a romantic woman, you will fall in love with the magical surrounding. The collection was created solely for this fairytale space: each garment and accessory was especially designed and presented in this dreamy, light-hearted setting. Flirty garments and accessories are playfully paired up with garden elements. Work aprons and rubber galoshes becomes whimsical accessories for overalls, while flowers and butterflies embellish the fabrics of dresses, skirts, and accessories, all in a burst of colourful prints.
Even the colours are inspired by nature: rose, hyacinth, and thyme are used on natural materials that are traditional elements of the RED Valentino world.
This new chapter in the marvellous RED Valentino fairytale, signed by Maria Grazia Chiuri and Pierpaolo Piccioli, will visit next St. Tropez, France from 11-18 July, 2011 at Place Celli. After that, Knokke, Belgium is the following stop from 4-7 August, 2011 at Place Van Brunnen Plein.
Photos: © Sandra Bauknecht