Thursday marks a new beginning for the Fendi brand. A new Fendi pop-up shop is opening at Harrods in London as part of its Traces of Palazzo Della Civiltà Italiana concept.

According to Fendi’s chief executive officer, Pietro Beccari, the brand grasped their inspiration for this new shop from their new headquarters located in the Palazzo della Civiltà Italiana. The beaming white structure is a Thirties architectural masterpiece in the city’s EUR neighborhood.

Palazzo-FendiFendi headquarters in the Palazzo della Civiltà Italiana. (via Flickr/Andrea Quercioli)

Beccari speaks on the brands behalf, telling 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.”

The shop, designed by Andrea Mancuso and Emilia Serra from Analogia Project design studio, is a replication of Fendi’s headquarters on a smaller scale of course. Yet, one can easily tell with the matching archways.

Expect prices ranging from 415 pounds, or $647, to 21,600, or $33,722. The store will feature everything Fendi from leather cuff bracelets to crocodile Peekaboo bags, including an interactive experience where shoppers design their own 3Baguette bag with a chance to win a prize. The custom designed bags will be judges by Silvia Venturini Fendi and the winner will receive a one-of-a-kind 3Baguette bag designed by Venturini Fendi herself. A limited quantity of the special designed bag will also be available at the Harrods location for purchase.

The Fendi pop-up shop is open now until August 30th.


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