Fendi Will Open Its First Casa Store Dedicated to Its Home Line – WWD

MILAN Fendi is planning to open its first store dedicated to the family line.

With 13 large street-level windows and an area of ​​7,560 square feet, it will be located in the heart of Milan in a landmark building a few steps from the multi-storey La Scala theater in the artistic district of Brera.

The store is scheduled to open in March, ahead of the Salone del Mobile international design and furniture trade show, scheduled for April 5 to 10 in London. Milan.

Serge Brunschwig, president and chief executive officer of Fendi, underscoring the store’s “unique location” and highlighting how the retail project stems from its new partnership with Design Holding and how it reflects the “great synergy” between Fendi its Casa brand and collection. The opening will strengthen Fendi’s presence in Milan to highlight the importance of the city as Italy’s capital of fashion and design, he said.

As reported, in May, the Rome-based luxury company cooperate with Design Holding, jointly controlled by Investindustrial and The Carlyle Group, to create Fashion Interior Design, or FF Design, to develop Fendi Casa Enterprise. The home line was previously manufactured and distributed by the licensed company Luxury Living, operated through Club House Italia.

Under this new joint venture, Silvia Venturini Fendi, The fashion house’s menswear and accessories director continues to creatively lead the Casa collection, and together with Brunschwig, the designer has spearheaded a major evolution of the line.

“This New Fendi CA SA flagship store is an important milestone in our journey with Fendi,” said Daniel Lalonde, CEO of Design Holding. “The project itself is more than just a boutique, it is a grand statement of the charm and modernity of the new Fendi Casa. Placed right in the heart of Milan, it will showcase a whole new collection characterized by the elegance and style of Fendi products, enhanced by Design Holding’s leadership in the design market. . ”

The first Casa collection created through the FF Design venture was launched in October, held at Fendi’s headquarters in Rome, at the Palazzo della Civiltà Italiana, and it will be fully unveiled during next version of Salone del Mobile next year.

The distribution of the line will be even more selective under the new agreement and, in addition to Milan, a number of directly operated stores in key cities such as Miami and Shanghai are also in the works. .

Founded in November 2018, Design Holding consists of design, furniture and lighting companies B&B Italia, Flos and Louis Poulsen. In April, Design Holding signed an agreement to acquire YDesign, one of the leading digital platforms in the US for e-commerce in high-end lighting and interior decoration products.

The new collection includes items such as the Five sofas, designed by studio Marcel Wanders, introduced with Metropolis, and a new coffee table designed by Atelier Oï, inspired by the signature facade of the Palazzo della Civiltà Italiana, with an oxidized metal base and a series of glass-coated domes with an iridescent effect. Thierry Lemaire designed the Grand Plié armchair and sofa, with a hand-crafted metal structure reminiscent of ballet movement that supports seating in velvet and floral fabrics.

Fendi Casa

New Fendi Casa collection preview.
Andrea Ferrari / Courtesy of Fendi Fendi Will Open Its First Casa Store Dedicated to Its Home Line – WWD


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