With 13 substantial windows on the street and covering 7,560 square toes, it will be positioned in central Milan in a landmark creating a few measures away from the storied La Scala theater in the artsy Brera district.
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The retail outlet is predicted to open up in March, in advance of the international home furnishings and design trade present Salone del Cell, slated to operate April 5 to 10 in Milan.
Serge Brunschwig, chairman and main government officer of Fendi, underscored the “unique location” of the retailer, and emphasised how the retail project stems from the new partnership with Style and design Holding and how it reflects the “great synergy” amongst the Fendi brand name and its Casa selection. “The opening will boost Fendi’s existence in Milan to highlight the significance of this city as Italian capital of vogue and design,” he explained.
As documented, in May perhaps the Rome-primarily based luxury company partnered with Design Keeping, jointly managed by Investindustrial and The Carlyle Team, to make Trend Furniture Style and design, or FF Style, to produce the Fendi Casa organization. The home line was previously developed and distributed by licensee Luxury Dwelling, running by Club Dwelling Italia.
Beneath this new joint enterprise, Silvia Venturini Fendi, the house’s director of equipment and men’s wear carries on to creatively direct the Casa selection, and with Brunschwig the designer has been spearheading a main evolution of the line.
“This new Fendi Casa flagship shop is an significant milestone in our journey with Fendi,” explained Daniel Lalonde, CEO of Structure Holding. “The project by itself is not just a boutique, it’s a large statement of the attract and modernity of the new Fendi Casa. Placed proper in the heart of Milan, it will host the entire new collection characterised by the class and design and style of Fendi merchandise, increased by Design Holding’s leadership in the style market place.”
The first Casa collection established through the FF Layout joint undertaking was previewed in October, staged at Fendi’s headquarters in Rome, at the Palazzo della Civiltà Italiana, and it will be absolutely unveiled all through the future edition of Salone del Cell following 12 months.
The line’s distribution will be even additional selective now under the new arrangement and, in addition to Milan, a selection of straight operated retailers in vital metropolitan areas this sort of as Miami and Shanghai are in the pipeline.
Established in November 2018, Structure Keeping comprises style and design, home furniture and lighting businesses B&B Italia, Flos and Louis Poulsen. In April, Style Keeping entered into an arrangement to receive YDesign, a single of the top electronic platforms in the U.S. for e-commerce in large-stop lights and furnishing solutions.
The new collection includes products these types of as the Five sofa, intended by Marcel Wanders studio, introduced with Metropolis, and a new espresso table made by Atelier Oï that is influenced by the Palazzo della Civiltà Italiana’s signature facade, with an oxidized metallic base and a sequence of arches topped with glass with an iridescent impact. Thierry Lemaire developed the Grand Plié couch and armchairs, with a crafted metallic structure reminiscent of the ballet move supporting the seating in velvet and bouclé.
Andrea Ferrari/Courtesy of Fendi