29 MARCH, 2016

In the hearth of Rome, FENDI opened their biggest flagship store, designed by Gwenael Nicolas with an iconic location at the renewed two-story Palazzo FENDI store. The same Palazzo FENDI built during the 17th Century - Initially one of the residences of the aristocratic Boncompagni-Ludovisi family. Covering almost 1,000 square meters, the new boutique is an evolution of FENDI's Paris, London and Milan flagships. Inspired by the strength of Rome, Gwenael Nicolas reveals in a fresh and contemporary look the esthetics of the brand.

The architecture of Rome is very dramatic with a sense of secrecy. But the Palazzo FENDI is totally open to the city, from the outside the center of the building is visible, the large iconic red stairs placed in the center appear like a jewelry that was hidden and suddenly revealed.
The Palazzo FENDI allows the romans and the visitors to discover a part of Roman hisotory and also a preview of the future.

At the entrance, the staircase in red marble connects the two floors in a large void that opens-up across the heart of the building. Its design inspired by the Italian renaissance architecture of Giacomo Barozzi da Vignola, is modernized with the use of unexpected materials like the silver leaves on mirror on the ceiling.
In the palazzo, the notion of time and movement is very important: the stairs is not a static stone sculpture but feels like the stone is in motion, like a drape or a liquid stone, alive that moves within the travertine walls.

The interior is thought to create an intimate relationship between the Roman origins of FENDI and the modernity of the brand. The contrast of traditional materials like antique marble is reinterpreted into contemporary patterns. The icons of the brand will be presented along series of carefully designed sequences such as fur, ready to wear, and accessories room, each with unique features and meticulously selected materials. Each room will be enriched with art pieces and sculptures.

The geometry of each room is dictated by the original architecture, with very high ceilings, but the elements are re-interpreted like the ceiling design that becomes facetted surfaces. At the ground floor, the ceiling pop ups are inspired by Roman vaults. When the coves are lit, the rooms acquire monumental aspect that reminds of the beautiful Roman Palazzo.

The spike wall, as a unique feature, made of 30,000 bronze spikes, creates the impression of the Baguettes, one of the most iconic products, floating in a glow of gold light. This was inspired by the process of making fur as spikes are used to fix the fur on a wood board to the materials.

The women collection is presented in large vertical spaces, very bright and crisp, dynamic and elegant, the verticality emphasis the feminity and precision of the crafted products. The walls glow within in a soft white gold light.

As the contrast, furs will be introduced in a silver and black room.

STORE LOCATION
FENDI ROMA PALAZZO FLAGSHIP
Palazzo FENDI LARGO GOLDONI 00187, Rome

PHOTO: COURTESY OF FENDI

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