Marina Rinaldi opens the doors to a digital villa, and a deeper fashion experience

Some experiences aren’t meant to be scrolled past.
That’s the vision that guided Marina Rinaldi’s collaboration with Aryel for the launch of the capsule collection by Teresa Maccapani. Instead of presenting the collection with traditional lookbooks or static media, the brand opened the digital doors of Villa Ida Lampugnani, reimagined as a fully immersive showroom.

Visitors weren’t just browsing garments, they were stepping into an atmosphere, living the collection through curated spaces, textures, and emotions.

Every room in the villa revealed another layer of the story: a fabric detail here, a moodboard fragment there, until the capsule took shape as more than clothing, as a narrative.

From the very beginning, Marina Rinaldi wasn’t interested in simply showing a new collection. The ambition ran deeper. They wanted to create an emotional encounter, one that felt as thoughtful and textured as the garments themselves.

This capsule wasn’t just the result of a creative process, it was a world in its own right, shaped by inspiration, mood, and craftsmanship. The idea was to let people into that world, not just as viewers, but as guests.

How do you do that in a digital space? By moving beyond static images and crafting an experience where each detail, from the shape of a sleeve to the echo of a hallway, contributes to the story.

Ultimately, the goal was to build something that mirrors what fashion is really about: not only what we wear, but what we feel, remember, and carry with us long after the moment ends.

Together with Marina Rinaldi, Aryel crafted an immersive showroom, not just a tool, but a stage.

Hosted inside the virtual Villa Ida Lampugnani, the experience unfolds room by room. Each space was designed to evoke a specific facet of the collection, allowing users to explore each garment in 360°, interact with textures, and engage with the story at their own pace.

There was no linear path, only discovery.
No filters, no fast-forwarding, just a quiet, intimate journey through design, emotion, and intent.

By removing distractions and focusing on sensory depth, the showroom became more than a browsing interface. It became an extension of the collection’s essence: honest, layered, and timeless.

For a brand like Marina Rinaldi, fashion isn’t just about garments, it’s about context, emotion, and the world that surrounds what we wear.

In that sense, a digital showroom isn’t a novelty, it’s a natural evolution. It gives space for storytelling, lets each piece breathe, and allows users to feel part of something bigger.

This project is proof that when you treat interactivity as a medium, not a gimmick, it can carry the same emotional weight as a live fashion event.

And that’s the key: not replicating reality, but reimagining it in a way that feels just as human. In the Marina Rinaldi showroom, every detail invites reflection, not just attention.