Valentino Beauty Creates Immersive Born in Roma Experience at Macy's Flower Show
HEALTH & BEAUTY
Valentino Macy's.
Valentino Beauty is transforming the mezzanine of Macy's Herald Square into an immersive fragrance experience as part of the retailer's annual Flower Show. Running from April 23 to May 10, the Born in Roma Palazzo installation invites visitors to explore the brand's signature fragrance collection through a series of designed environments that blend color, scent, and texture.
The installation centers on a journey through monochromatic rooms, each inspired by a different fragrance from the Born in Roma collection. Guests will encounter the newest additions to the line, Purple Melancholia for both Donna and Uomo, presented as fully realized sensory environments.
Room-by-Room Discovery
Each space within the palazzo offers a distinct aesthetic experience. Visitors move from intimate, velvet-drenched interiors to vibrant, garden-inspired rooms. The design integrates lush florals throughout, mirroring the actual ingredients found in each corresponding fragrance to create a connection between the visual environment and olfactive experience.
A dedicated "wardrobe of scents" area allows guests to explore the complete Born in Roma collection through interactive discovery stations, encouraging visitors to find fragrances that match their personal style and preferences.
"Valentino Beauty is thrilled to be partnering with Macy's for their 2026 Flower Show, a true creative statement from a quintessential retailer," said Claudia Marcocci, Valentino Beauty Global Brand President. "The Valentino Beauty Born in Roma Palazzo experience epitomizes both the Born In Roma's roots and the brand's commitment to self-expression."
Lifestyle Storytelling
The installation goes beyond fragrance presentation to create narrative environments. Curated lifestyle details, cinematic staging, and striking visual compositions throughout the space tell the story of the Born in Roma generation. Interactive installations and photo-ready moments encourage visitors to document and share their experience while engaging with the brand's identity.
The experience concludes in a retail and gifting space featuring artwork by TABOO, designed with vibrant colors throughout. This final area allows guests to purchase products from the collection and receive personalized consultations to help identify their signature scent.
Brand Values
Valentino Beauty describes its philosophy as rooted in Roma, celebrating authentic individuality through three signature codes: Color, Cool, and Couture. The brand positions itself as empowering self-expression through vibrant hues, sensorial textures, and curated design elements.
The Macy's Flower Show collaboration represents a strategic alignment for both brands. The annual event draws substantial foot traffic to the Herald Square flagship, providing Valentino Beauty with visibility among both dedicated customers and casual visitors exploring the flower installations.
The palazzo experience exemplifies the luxury beauty industry's shift toward experiential retail. Rather than relying solely on traditional counter displays, brands are creating immersive environments that allow consumers to engage with products through multiple senses and in contexts that reinforce brand positioning.
By situating the Born in Roma collection within a physical interpretation of a Roman palazzo during one of Macy's highest-profile seasonal events, Valentino Beauty creates an association between its fragrances and the cultural heritage, architectural beauty, and contemporary Italian aesthetic that inform the brand's identity.
The installation runs through May 10 at Macy's Herald Square in New York City.