Valentino Beauty Brings Vendetta Motel Experience to London’s Soho

Dakota Johnson, the brand’s Vendetta ambassador, attended the evening. Images from the venue show red lighting, the fragrances and car displays that echo the campaign’s visual world. The London presentation is a separate activation from Valentino Beauty’s earlier Los Angeles launch event.

A second city for the campaign world Bryan Chiam, head of marketing for Valentino and Mugler at L’Oréal, described the Soho takeover as a way to bring the new fragrance to life. He credited the Valentino Beauty teams and their partners for developing the concept and staging the event.

The Soho setting brought the campaign world in front of guests, connecting the Vendetta fragrances and Dakota Johnson’s ambassador role to a shared physical experience.