Fendi Celebrates Rodeo Drive Boutique Opening

Rashida Jones and Fendi President Gaetano Sciuto
Rashida Jones and Fendi President Gaetano Sciuto

Photo Credit: Stefanie Keenan/Getty Images for Fendi

Fendi showcased its new Beverly Hills boutique on Thursday night with a supremely chic cocktail party at the new location, 201 N. Rodeo Drive.

Guests including Alessandra Ambrosio, Rashida Jones, Jaime King, Kiernan Shipka, Ashley Madekwe, Soo Joo Park, Jessica Joffe, Sama & Haya Khadra, Cameron Silver, Jamie Schneider, George Kotsiopoulos, Shaun Ross, Natalie Joos, Roxane Mesquida, Shiva Rose, Katie Nehra, Lawrence Zarian, Kelsey & Baylee Soles, Chloe & Marielou Bartoli, Rob Zangardi, Jenny Ricker and stylist Tara Swennen explored the new store while listening to a special DJ set by HAIM and enjoying cocktails and bites by Lucques.

The new location is just steps away from the Italian brand’s former store in Beverly Hills. The west coast flagship, now open, carries both Men’s and Women’s ready to wear, fur, handbags, shoes and accessory collections, all designed by the house’s Creative Directors, Karl Lagerfeld and Silvia Venturini Fendi.

“We are excited to announce the opening of our new flagship store in Beverly Hills, on the world famous Rodeo Drive, a location globally synonymous with luxury and style,” Chairman and CEO Pietro Beccari stated. “With this new store we introduce the Men’s collection to our rapidly growing male customer base and further expand our offering from the Women’s collection.”

He added, “While Fendi has long held ties to Hollywood through decades of collaborations with the film industry, our expansion in this market is even more important given the global appeal and significance of Beverly Hills.”

Details of the new store include 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.