Maison Valentino Makes a Splash in Soho with a New Storefront

All photography by Tommaso Sacconi. All images courtesy of Valentino.

Maison Valentino has brought sumptuous Italian luxury to Soho. After refurbishing its Madison Avenue flagship in the fall, the fashion house turns its bold, glamorous eye to a second storefront at 98 Prince Street.

The new space, which will play host to beautifully arrayed pieces from the Spring/Summer '24 collection as well as the brand’s Narratives collection and Valentino Garravani accessories, offers guests the best of the house’s ready-to-wear and its signature client experience.


With over 750 square feet of space, the maison’s latest outpost promises a memorable interior design experience as much as a shopping one, juxtaposing graphic accents against a backdrop of downtown cool. Glass shelving displays the latest shoes, while underfoot a black-and-white high pile Berber rug grounds the space.

All garments are backlit, highlighting their silhouettes and craftsmanship to dramatic effect. Chartreuse seating and red detailing add playful touches to an immaculately monochromatic space. It is clear that the house has taken its mission of intimate client experience seriously—this outpost feels more akin to an Italian socialite’s modern closet than a bustling Soho shop.

Photography by Tommaso Sacconi. Image courtesy of Valentino.

In typical Valentino fashion, more is always more: Through Valentines Day, the maison has taken over SARTIANO’s Cafè at 99 Prince St. beneath the iconic Mercer Hotel. The “Valentino Cafè” is decked out in signature Valentino Pink, the splashy awning beckoning shoppers across the street from the white ionic columns of the brand’s Soho storefront.

A limited-time menu designed by Executive Chef Chris Lewnes and Culinary Director and three-time James Beard award-winner Chef Alfred Portale goes the extra mile, a clear sign of Valentino’s continued prominence as a beacon of Italian luxury.