The VIPROOMCLUB is Born by MONSIEUR MATTEO SORBELLINI.

The VIProomCLUB comes to life — a new way to experience fashion, shopping, and lifestyle. Not just a club, but a true experiential community that brings together style, art, and a sense of belonging.

Located in the heart of Riccione (Italy), inside the Palacongressi Gallery, Viproom is an iconic 200-square-meter space where nothing is conventional: an avant-garde lounge-boutique that has redefined the very concept of retail. Here, every detail—from the lighting and furnishings to the musical selection—is designed to evoke emotion, exclusivity, and beauty.

Viproom is more than a store: it is a creative laboratory, an experiential hub where fashion is expressed through performances, events, exclusive capsules, and direct encounters with the designer.

Everything is Made in Italy, crafted with fine fabrics and artisanal tailoring, in full respect of sustainable ethics and authentic savoir-faire.

The business model conceived by Monsieur Matteo Sorbellini is unique in the retail landscape: it merges the physical and digital worlds, live fashion shows and streaming events followed by hundreds of thousands of followers in Italy and abroad.

Each week, “Viproomers” take part in exclusive events, both in the boutique and online, where shopping becomes entertainment, connection, and discovery.

From the success and prestige of Viproom comes the VIProomCLUB — a private club reserved for top clients who wish to experience an even more exclusive and personalized journey.

Joining the VIProomCLUB means gaining access to a world of privileges, previews, and direct relationships with the designer.

Club members can attend private events, exclusive runway shows, and couture moments where they meet Monsieur Sorbellini in person, receive bespoke styling advice, and discover the secrets of live creation.

Each event is designed to transform fashion into a sensory and intimate experience, where the client is not a mere spectator but the true protagonist.

Within the Club, a Made to Order service is also available—just like in a real Atelier: members can work alongside the designer to select fabrics, colors, and details, bringing to life a unique, tailor-made piece entirely handcrafted in Italy.

Today, Viproom represents a new model of international retail, where fashion, experience, and human connection merge into a contemporary and refined language.

Every visit becomes a moment to remember, every purchase a gesture of art, and every client part of a global community that shares passion, taste, and authenticity.

Welcome to the VIProomCLUB: the club for those who break the rules.

Here, style isn’t bought — it’s lived, explored, and reinvented.

Viproom Riccione, Viale Virgilio 17, Galleria Palacongressi, RiccioneIG: @viproomriccione