By Mackenzie Richard Zuckerman
In a fashion landscape driven by urgency, Maison Valentino is choosing something more radical: . Opening May 15th, L’Atelier Sonore transforms the mezzanine of Valentino’s Madison Avenue boutique into a site of sonic immersion and quiet contemplation. Developed in collaboration with Italian cultural collective , the space invites visitors not to look—but to .
At once architectural, emotional, and acoustic, L’Atelier Sonore reflects : poetic, introspective, and unafraid to step outside the commercial current. Where others pursue volume, Valentino is creating resonance.
Curated by Terraforma and realized with sound designer and artisan , the room is a fusion of Renaissance cabinetmaking, hi-fi sound engineering, and the Parisian salons of Gertrude Stein. It’s more than an installation—it’s a , inspired in part by —a favorite of Michele’s and a guiding metaphor for the sound design.
“We weren’t just building a sound system,” explains Terraforma founder . “We were translating Alessandro’s vision—this idea of punk elegance, sober psychedelia—into a sonic identity. We wanted the space to feel real, not branded. Less performance, more presence.”
The process behind the sound system, Pietromarchi adds, came from a long-standing exchange with Di Salvo. “We recently developed a sound system for the iconic Torre Branca by Gio Ponti in Milan. There, we were inspired by the rigid, beautiful architecture. The same happened for L’Atelier Sonore—with Lupia contributing his mastery in wood veneer techniques to recall antique Renaissance furniture.”
“The idea,” he notes, “was to craft a sound system for a contemporary living room—something inspired by the old Parisian salons but grounded in tactile materiality and modern design.”
To mark the opening, L’Atelier Sonore will host a —a vinyl-only lineup featuring artists from across New York and beyond. Beginning at 2:00 PM, each performer will share a 45-minute set drawn from their personal archives, inviting audiences to engage not only with the music but with the .
The lineup includes names that have long shaped underground and experimental sound culture: Laraaji, Lea Bertucci, Laurel Halo, Lizzi Bougatsos, Chuquimamani-Condori, Kevin Beasley, Veronica Vasicka, and Physical Therapy. It’s not about performance—it’s about presence.
“This is a space for intimate listening,” says Pietromarchi. “It’s about creating a meditative moment in a place where you’d least expect it—inside a luxury fashion boutique.”
For Valentino, L’Atelier Sonore signals more than an aesthetic experiment—it’s a strategic reimagining of how a fashion house can hold space for culture. Alessandro Michele’s appointment in 2024 has reoriented the Maison’s focus toward . This installation reflects that ethos, translating Michele’s maximalist poetics into something slower, quieter, and more architectural.
Terraforma’s role was not to amplify a brand message, but to .
“We weren’t designing mood music,” Pietromarchi says. “We were building an emotional vocabulary that aligns with Valentino’s energy right now—one that’s not afraid to be intimate, strange, or reflective.”
“The room is everything,” he adds. “When you develop a sound space, it’s not just about the system. The acoustics, the woodwork, the shape—it all contributes to the way sound lives in the space. That’s what creates connection.”
This is —it’s a commitment:
After May 15, L’Atelier Sonore will remain open daily through the end of August. Visitors will be able to browse and play a curated selection of records, or attend occasional listening sessions hosted by Valentino’s extended creative circle. There’s no purchase necessary. No velvet rope. Just .
“This project is uncompromising,” Pietromarchi says. “It’s not an activation—it’s a real space with real cultural value. No logos, no sponsorship energy. That’s why it works.”
For an industry that often equates visibility with value, L’Atelier Sonore offers a counterproposal:
Under Alessandro Michele, Valentino is becoming more than a fashion house. It’s evolving into a , where beauty is not just seen, but sensed. L’Atelier Sonore signals a brand moving past visual storytelling toward something deeper—.
In a luxury industry that often confuses noise for relevance, L’Atelier Sonore offers a bold counterpoint:
L’Atelier Sonore reinforces Valentino’s evolution into an experience-first brand, with values embedded in emotion, reflection, and aesthetic presence. The space invites visitors to feel the brand, not just see or wear it.
Alessandro Michele is translating his richly referential creative language into an atmosphere of stillness and listening. It signals a move from surface ornamentation to deeper interiority—a shift in both tone and intention.
By collaborating with Terraforma and real underground artists, Valentino avoids spectacle in favor of authenticity. The space is unbranded, intimate, and uncompromising—a rare gesture in a commercial retail environment.
This project positions the house alongside tastemakers in music, architecture, and sound design. It demonstrates cultural fluency, aligning the brand with a new generation of creatives and thinkers.
Handcrafted woodwork, Renaissance references, and poetic ambiance offer a subtle reimagining of the house’s DNA. It’s emotionally resonant and deeply respectful of the brand’s design lineage.
This isn’t a mainstream activation. It’s designed for a discerning community that values slowness, nuance, and emotional connection—collectors, creatives, and cultural leaders.
7. The format offers a model for long-term brand storytelling.
Unlike time-bound marketing stunts, L’Atelier Sonore is built for longevity. It’s a space people return to, reflect in, and remember—an enduring expression of brand depth.
