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By Zahra Al-Kateb | August 13 2015
Fendi have launched a new pop up store at London’s iconic department store Harrods.
In celebration of Fendi’s new Roman headquarters in the Palazzo della Civilta Italiana which is now home to Fendi’s 400+ staff, the historic Italian brand have payed homage to the building with a retail experience inspired by the new headquarters. The London based pop up, titled “Traces of Palazzo della Civilta Italiana” has been developed with the help of artists Andrea Mancuso and Emilia Serra and mirrors the interior of the six-story building, with white archways and projections of blue skies and fluffy clouds.
The arches themselves are filled with Fendi’s bags and accessories, including limited edition dark berry bags and python and crocodile Peekaboos, only available at Harrods. Guests can also expect classics as well. As well as this, there is also an opportunity for visitors to design their own bag. Each creation will be judged by Silvia Venturini Fendi herself, with the winner owning a one of a kind 3Baguette bag which has been specifically made by Silvia Venturini Fendi in collaboration with Harrods.
Pietro Beccari, Fendi’s chief executive officer told WWD: “Fendi has always had a fun side, but this initiative is particularly special as the inspiration for the space has come from our incredible new headquarters in Rome.
“We wanted to tell the story of the Palazzo Della Civiltà Italiana and this new chapter in the history of Fendi. Sharing the message and our ‘Roman-ity’ around the world is important in this new stage of our brand’s evolution, so bringing a little piece of Rome to Harrods with this pop-up is such a wonderful opportunity for us. The concept is a continuation of the windows theme we introduced earlier this year, only this time visitors will be able to fully immerse themselves within the space.”
Prices range from $647 for leather cuff bracelets or $44,722 for the crocodile Peekabo bag. The exhibition runs until August 30th.