Rebecca

Since Edoardo and Adele Fendi opened a small leather and fur store in the centre of Rome in 1925, the brand Fendi has gone from strength to strength, clearly visible within the elaborate and decadent flagship store, just seconds from the legendary Spanish Steps.

The architectural details of the city, that are so symbolic of Rome, are innovatively mirrored throughout the store thanks to the prestigious architect Peter Marino, merging tradition and modernity to create a true brand emblem.

Arriving at Palazzo Fendi, we were presented with not only the history of the prestigious Italian brand, but also the history of Rome. The 19^th century neoclassicalpalace, originally known as Palazzo Boncompahni, is in one of the most prestigious area of the mythical city, and at the point where old and new Rome fuse together effortlessly. Marino chose to craft the store interior from traditional materials, used in a contemporary style, incorporating the cultural richness and historical past of the brand, whilst still highlighting the need for Fendi to look towards the future.

Upon entering the store, you are struck by the travertine stones on the ceilings, suspended in air, creating a path for the consumer to subconsciously follow, whilst the floor is created from lava stones, in classic Fendi tones, playing with greys and intense golds, combined with the typical Roman San Pietrini stone. These traditional features are offset by capturing futuristic touches, such as the glass chandelier and silver staircase. Fendi even uses video projections in store, underlining the importance of the baguette bag, and the use of fur, both of which have been key in redefining the brand image.

A place of contrasts, traditions and unbelievable designs, Fendi, and the work of Peter Marino, definitely lived up to expectations.