FENDI has reopened on Rodeo Drive in a new location, just steps away from its former digs on Beverly Hills’ most iconic street.
The new boutique, which is located at 201 North Rodeo Drive, stays true to its Italian roots with a Roman skyline, patina bronze displays and the lacquer shoppers will find used throughout the store’s two floors. On the ground floor, a full product offering from the men’s collection is showcased in an environment which plays on contrasts between light and dark elements thus evoking the FENDI Dualism, a part of the DNA of the luxury House.
A spiked gold wall, composed of around 25,000 bronze spikes, creates a strong visual effect, where its iconic Peekaboo and Baguette bags sit, resembling trophies. A grand staircase with Navona travertine steps lined by stucco walls with travertine inserts are reminiscent of the striking staircase of the newly opened boutique of Palazzo FENDI in Rome, further paying homage to the luxury house’s Roman roots and the inherent history of a city characterized by century old monuments and buildings constructed in the same material.
A floor-to-ceiling patchwork fur tablet, like the one in the New York Madison avenue boutique, at the staircase’s landing illustrates the unparalleled expertise of the Maison’s in-house fur atelier.
The second floor houses an expanded women’s ready to wear, fur, shoes and accessories. Natural wood floors are furnished with hand knotted rugs and furniture by FENDI Casa and Italian design houses. There is a Scenario, which welcomes guests with a table sculpture by Gabriella Crespi, as well as ready-to-wear and fur areas.
Several rooms display photographs of Roman fountains, taken by Karl Lagerfeld for the project “The Glory of Water.” In addition to those, sketches by Karl Lagerfeld and Fur workmanship tablets, displayed also in the VIP room, are exhibited throughout the stores, to emphasize FENDI’s unique ability in fur craftsmanship.
The entire store, of course, will carry Men’s and Women’s ready-to-wear, fur, handbags, shoes and accessories designed by the house’s Creative Director, Karl Lagerfeld and Silvia Venturini Fendi.