Maison Valentino has always known how to dress a moment. Now, the Italian house invites you to listen to one.

Opening today at the brand’s Madison Avenue boutique in New York, “L’Atelier Sonore” is not your average retail activation. Conceived in partnership with the avant-garde Italian cultural collective Terraforma, this immersive listening room is Valentino’s latest experiment in atmosphere—one that blurs the line between sound and architecture.

The mezzanine of the boutique has been reimagined as a sonic salon. It reflects the rich, sensuous vision of house Creative Director Alessandro Michele with cascading swaths of fabric and a touch of vintage flair. Handcrafted console cabinetry, a bespoke sound system, and modular seating—complete with velvet cushions—were all designed specially for the space in collaboration with architect Francesco Lupia. The programming, overseen by sound designer Giorgio Di Salvo, is an ode to the golden age of listening rooms—only this time, through a distinctly Valentino lens prizing craftsmanship and sublime glamour.

“I hope the visitors will have the chance to have a good listening experience, first of all, and secondly, find a space where they can relax for a moment and think, chill, meditate,” says Terraforma founder Ruggero Pietromarchi. “Also, I think they will be able to discover new music and hear new stories, especially when the space is activated by artists.”

To inaugurate the room, Valentino and Terraforma are hosting a 10-hour, live program featuring sets pulled from the personal vinyl collections of forward-thinking artists including Laraaji, Lea Bertucci, Laurel Halo, Lizzi Bougatsos, Kevin Beasley, Chuquimamani-Condori, Veronica Vasicka, and Physical Therapy. The event is intimate by design; the stories and moments of silence shared between records in these 45-minute sessions are as essential as the songs.

The space will remain open daily through August, offering a rotating selection of curated records and occasional live sessions with friends of the house. “L’Atelier Sonore” isn’t just a listening room—it’s a sanctuary for sonic exploration, style, and stillness. So, stay a while.

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