Fendi Casa inaugurates the first flagship store in Milan, in Piazza della Scala: to host the maison's showroom, a prestigious historic building that elegantly meets the allure of the Italian brand.
700 square meters organized on two levels and from which that flavor of craftsmanship and made in Italy underlined last year by Serge Brunschwig, President and CEO of Fendi, on the occasion of the announcement of the birth of Fashion Furniture Design (FF Design).
Fashion Furniture Design, we recall, is a joint venture between Design Holding, a global group in the high-end design sector jointly controlled by Investindustrial and The Carlyle Group, and Fendi, Italian luxury brand, part of the LVMH group (with Design Holding as the majority shareholder).
The opening of the Fendi Casa flagship store represents an important step in the path of the collaboration between the two united realities with the aim of developing the business of the Maison, the first to have expanded its business from the fashion sector to the world of design in 1987.
In a setting like that of Piazza della Scala, the new showroom welcomes in a space in which rhythm and light dominate the scene: protagonists from the outside, the thirteen large windows facing the street are a first clue that leads to the exploration of a real world, that of FENDI.
A melodic alternation between solids and voids, lights and shadows, material details and intriguing lines animates the exhibition spaces, organized between living, dining, night and outdoor areas, which for the first time find their place in a completely dedicated boutique.
New icons and timeless style
To confirm the continuation of the collaboration between Fendi Casa and Peter Mabeo, born from the creative encounter between the founder of the homonymous design studio based in Botswana and the artistic directors of FENDI, Kim Jones, Silvia Venturini Fendi and Delfina Delettrez Fendi, are the six numbered "Gallery Pieces" that we find inside the boutique.
Part of the Kompa Collection presented last December at Design Miami 2021, they oversee the entrance to the store and four windows, once again highlighting the high quality craftsmanship of which FENDI has always been a spokesperson. Specifically, the display cases house the Chichira cabinet, the efo stools and Loma, the Foro chairs and Shiya; the entrance, on the other hand, is the seat Madua, developed starting from the O'Lock logo designed by Delfina Delettrez Fendi for his first Fendi collection in Fall/Winter 2021.
The new collections
The hallmark of the Flagship store in Piazza della Scala in Milan is determined by the same important pieces of the new FENDI Casa collections: the sofa and the Five armchairs designed by the studio Marcel Wanders, the Arches table by atelier oï, the sofa and armchairs Parsifal by Thierry Lemaire, combined with the Marrakesh tables designed by Toan Nguyen and the Vittoria sideboard by Cristina Celestino.
And again: the re-edition of the dining table Ford, enriched by seats Doyle, the sofa and armchairs Sandia, also by ToanNguyen, accompanied by Astuccio Canes coffee tables by ChiaraAndreatti. An outdoor area is also presented in a stimulating game of references between in and out, enriched by Sagano Collection by Piero Lissoni.
The area behind the living area, on the other hand, is dedicated to the sleeping area with the Landscape bed by Marcel Wanders, elegantly combined with the Vanitoso lady desk of atelier oï, as well as a day island where the sofa and armchairs Grand Plie' signed by Thierry Lemaire are combined with the coffee tables Tarsia designed by Toan Nguyen. The setting is completed by an intimate reading corner, dominated by the day-bed Roma by Dimorestudio. Here, a game of gradients and marble all around guide you in a real total immersion.
Each environment is enriched by a wide selection of accessories and complements such as the new line of carpets, from Yellow Sign, characterized by the iconic yellow touch of the Maison, a Tiles, with the stripes of the Fendi Pequin logo not logo, up to the elegant Karligraphy logo, designed by Karl Lagerfeld and proposed in two versions in all-over macro-fantasy or exploded in the Big Karl.