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Opening in one of Italy’s most ancient malls, Fendi’s new boutique is a mix of warm & cool materials

From marble to plush rugs, the design of this store is vibrant and sophisticated

Fendi Milan store

December 17, 2021: Luxury brand Fendi has opened a new boutique in Milan, inside Galleria Vittorio Emanuele II, Italy’s most ancient shopping mall and one of the city’s major landmarks.

The store is a contemporary reinterpretation of Milan’s historical buildings of early decades of 20th century, reproducing their scenographic character, unique decor, geometric patterns, polychromatic marbles and the succession of architectural and artistic scenes.

The Woman and Man full collection are presented on three levels. Each level is characterized by a special marble flooring. The special staircase area near the entrance, also visible from the façade, represents the fil rouge all over the floors. The handmade stucco walls with KL motif, glass fusion handrails, lift cabin and display are in teal green colour that recall the shades used in Milan and Roman buildings of 20s.

Fendi Milan store

The ground floor is dedicated to Women’s Bags, Accessories and Shoes displayed on champagne metal shelves against hand-made textured ivory walls. The Arabescato Vagli marble flooring recalls the architecture of Roman churches. Ceilings with three-dimensional geometric patterns are inspired by Milan’s historical buildings.

The first floor – the Men’s area – carries a warm and masculine taste thanks to Green Patagonia marble floor and leather sofas.

The second floor is dedicated to Fendi RTW and Fur Women’s collection and enriches the clients’ experiences inside the boutiques. Here, the space is defined as an intimate contemporary living room with wisteria-coloured sheet metal walls and Black & White Patagonia marble used for floor and fireplace. In the middle of the room there is a scenographic wooden door, that once closed creates a private and cosy space.

Fendi Milan store

The furniture is a selection of bespoke pieces and design pieces, such as the rust velvet armchairs by Gio Ponti, fur and metal bench, amber glass fusion table and silver and glass artwork by Kiko Lopez.

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