Rock the Craft: Inside the New Palazzo FENDI Milano – A Celebration of Artistry, Heritage, and Innovation

Photo Credit: FENDI

FENDI has once again redefined the intersection of art, design, and fashion with the unveiling of “Rock the Craft” — a visionary initiative at the newly opened Palazzo FENDI Milano, celebrating the union of artisanship and artistry. Located at the crossroads of Via Montenapoleone and Corso Matteotti, the 910-square-meter boutique spans four breathtaking floors, merging Roman heritage with Milanese elegance.

Rock the Craft: Art, Artisans, and Innovation

At the heart of this initiative is a live working exhibition by artist Edoardo Piermattei, collaborating with FENDI’s master artisans in the Atelier on the third floor. Together, they blend traditional craftsmanship with modern creativity — a fusion that reflects FENDI’s ongoing mission to elevate sustainable artisanal excellence.

Piermattei’s bespoke artwork, inspired by the boutique’s architectural vaults, uses pigmented cement applied with a sac à poche technique — turning hard material into soft, organic forms. This artwork has been translated into a Leather and Fur Tablet by FENDI artisans and reimagined as part of a custom white canvas Peekaboo bag, featured in the Peekaboo Artists Series. Offcut materials from past collections are repurposed to create limited Made-To-Order Peekaboo bags, emphasizing FENDI’s circular design philosophy.

Photo Credit: FENDI

“Rock the Craft” redefines craftsmanship with an avant-garde approach — a tribute to art, artisans, and the audacity to innovate.

A New Era: The Opening of Palazzo FENDI Milano

The newly opened Palazzo FENDI Milano stands as a beacon of luxury and creativity. Originally designed by architect Emilio Lancia between 1933 and 1936, the building’s rationalist façade — with its elegant arches and signature tower — remains preserved, now enriched by subtle FENDI codes and organic-shaped door handles reminiscent of soft leather movements.

Spanning four boutique floors and three dining concepts by Langosteria, Palazzo FENDI is more than a store; it’s a multi-sensory experience — part atelier, part art gallery, and part culinary destination.

Photo Credit: FENDI

Ground Floor: Women’s Accessories and First Impressions

Guests entering from Via Montenapoleone or Corso Matteotti are greeted by a grand hall defined by round, organic shapes, walnut arches, and Calce Romana marble. The interior pays homage to Ancient Roman architecture, with Travertino marble columns and Domus-inspired flooring in Rosso Lepanto and Breccia Oniciata marbles.

At the heart of the ground floor, artist Anton Alvarez’s ceramic column sculpture, crafted in vivid yellows and greens, anchors the space — a reflection of FENDI’s artistic collaboration with Fondazione Officine Saffi.

The accessories room showcases fashion jewelry, fragrances, belts, sunglasses, and textiles, with walls alternating between ribbed Travertino marble and copper-toned Calce Romana. Sculptural ceramics by Roger Cal, in FENDI yellow and bubblegum pink, add playful contrast.

An elegant staircase, designed by Emilio Lancia, combines pink glass, Cuoio Romano leather, and Selleria stitching, leading to the upper floors — illuminated by Piermattei’s frescoed ceilings in hues of pink, burgundy, and neon blue.

Photo Credit: FENDI

First Floor: Men’s and Kids’ Collections

The first floor blends refinement and modernity, hosting Men’s Ready-to-Wear and FENDI Kids collections. The teak wood parquet, inspired by backgammon boards, meets ribbed Travertino Silver walls and striped grained ceilings, evoking a club-like sophistication.

The Men’s VIP room features dark walnut panels and Travertino Silver flooring, accented by Daniel Crews-Chubbs’ painting “Where the Wild Things Are” and Roman-inspired wallpaper by Luke Edward Hall for Rubelli.

Meanwhile, the FENDI Kids room brings playfulness to luxury, with Palladiana Travertino flooring, pastel marble counters, and Calce Romana walls, balancing Roman classicism with youthful energy.

Photo Credit: FENDI

Second Floor: Women’s Couture, Fur, and High Jewellery

The second floor captures the essence of feminine luxury, dedicated to FENDI Couture, Fur, and High Jewellery. The décor is an ode to Roman sophistication: ivory lacquered walls, Travertino Ascoli marble arches, and gold metal accents frame each curated space.

Two Women’s Ready-to-Wear salons feature marble flooring in geometric patterns inspired by Milan’s architectural legacy. The design blends curved lines and textured materials, mirroring the flow of fur and leather — FENDI’s eternal muse.

Two VIP rooms, bathed in natural light, offer intimate experiences. One — a High Jewellery salon — features powder pink tones, Travertino Ascoli marble consoles, and vivid furniture. The other, overlooking Piazza San Babila, showcases a sculpture by Florian Tomballe and geometric carpets in warm hues.

Photo Credit: FENDI

Third Floor: FENDI Atelier and The FENDI Apartment

The third floor celebrates the soul of the Maison — the FENDI Atelier, where fur and leather craftsmanship take center stage. Visitors can witness artisans creating and personalizing unique pieces, surrounded by aluminium displays inspired by Franco Albini and mosaic floors that recall Roman opus sectile designs.

This floor also houses the FENDI Apartment, accessed through an arched foyer inspired by the Pantheon’s architecture. The VIP salon evokes Roman grandeur with curved ceilings, round light coves, and a vivid marble mosaic floor.

Highlights include Agostino Bonalumi’s Rosso Rosa and Arnaldo Pomodoro’s Tracce I, representing the long-standing collaboration between FENDI and Fondazione Arnaldo Pomodoro. A ceramic bar cabinet crafted using the Japanese Raku technique reveals treasures from the FENDI universe — a perfect conclusion to this sensory journey.

Photo Credit: FENDI

FENDI: Crafting the Future of Luxury

The Palazzo FENDI Milano is more than a flagship; it’s a manifesto of modern luxury, where each floor narrates a story of heritage, innovation, and craftsmanship. Through Rock the Craft, FENDI bridges the gap between art and artisans, reimagining what it means to create beauty in the modern world.

Every arch, marble, and stitch embodies FENDI’s belief that true artistry lies in crafting emotion — not just objects. And at Palazzo FENDI Milano, that artistry finds its eternal home.