Sarah

More than excited at the prospect of visiting Fendi, it defiantly lived up to my expectations and more. The interior was beautiful with amazing architecture which definitely stood out from any store I had ever been to. It makes you really appreciate the detail put into every aspect of the visuals for the brand and highlighted how the visual merchandising in Italy is really on another level to that which can be seen in the UK. It was so elegant and well lit.

 As we were guided around the different departments the women began to explain that the architect who had designed the interior was Peter Marino who had aimed for the building’s interior to be in keeping with the Roman and Italian details of the outside and the streets of Rome. Also she explained that the stores around the rest of the world all replicate the same concept of that particular store. The textures and contrast really got my attention as they really created a special look. 

Running through the middle of the building was a beautiful original staircase which Marino had painted a metallic grey to fashion a contrast between antique and new. Also the most amazing chandelier which was 8 meters long, 70 years old and names the fountain of life was suspended from the ceiling. This rich architecture brilliantly combined old with new and showcased the garments beautifully.

As we got to the second floor we were shown the amazingly expensive fur coats and a woman explained how they were made. They explained how every seasons the brand strive for new energy and that innovation is key to Fendi. To our surprise they let us photograph everything and even try on the coats. As well they showed us the brand new design of their Peek-a-boo bag which they say consumers desire as it isn’t sold everywhere and have to be ordered 5 months in advance. The experience at Fendi was very interesting, learning all about how the clothes are made how their idea of luxury is created.