Fendi makes a splash in New York with flagship product – WWD



Fendi makes a major statement on the return from New York.

The Rome-based luxury brand unveiled a shiny 6,900-square-foot lighthouse on the corner of 57th Street and Madison Avenue on Wednesday. The two-level space in the historic Art Deco-era Fuller Building was more recently home to a Coach store and replaces the brand’s old 4,100-square-foot store just across the street.

The boutique opening, designed by Fendi’s in-house design team in collaboration with Fendi artistic directors Kim Jones and Silvia Venturini, also served as the global launch of Jones’ first women’s ready-to-wear collection and offered the first in-person look at her inaugural couture designs, which were unveiled last week during Paris Fashion Week. The New York store had exclusive rights to the two collections for its opening on Wednesday, and they will be available to the rest of the world today. The men’s collection, designed by Venturini Fendi, will launch in select stores today and all doors by July 29.

Jones said of the flagship: “The locker rooms give the feeling of a personal experience that I love, as well as the open and clean design of the space to showcase the collections.”

Serge Brunschwig, Chairman and CEO of Fendi, said that the simultaneous launch of the collections and the opening of the unit are meant to represent a “great symbol and a signal of optimism: a new collection, a new designer and a new one. shop. We hope this will bode well for us and for New York. A new chapter in Fendi’s history begins today.

Brunschwig was unable to attend the opening due to persistent travel restrictions, but Jones visited the store on Tuesday as a “brand representative” and saw the collection for the first time in the store, a- he declared. “You get it first, and you ask Kim to introduce it.”

In total, Fendi has 40 outlets in the United States, Brunschwig said, and although he declined to disclose what percentage of the brand’s overall business the United States represents, he said he s ‘was “a very important market. It is the largest country in the world for the luxury industry.

The relationship between the United States and the Fendi brand dates back decades when the Fendi sisters opened a boutique in Bergdorf Goodman in 1975, creating what he calls “a very special bond with America that has not gone away. “. Since then, he said, “we’ve found ways to grow the brand.”

While the pandemic has impacted Fendi’s sales in the United States, the situation is improving. Brunschwig said the company was seeing a “recovery in luxury spending” in areas such as the South East Coast and the West Coast. And New York is starting to bounce back as well, and he expects the new store to revive activity.

“New York is experiencing another renaissance,” said the CEO, “as it has done so many times. Never erase New York. It will be stronger than ever. “

As business returns, Fendi will be ready to showcase the best of what it has to offer in the store. In addition to the rtw woman and man, the store offers leather goods, accessories, jewelry and shoes. The store also marks the debut of the Fendi First bag, a selection of jewelry and earrings, including the famous O’lock, and a new Fendi First shoe with an invisible heel. Large and small marble sculptures of the Fendi First bag are displayed around the store, signed on the bottom by Jones and Venturini Fendi.

Symbol of the heritage of the building since 1929, the facade retains its original aesthetic. Six transparent LED curtains suspended vertically over three floors feature images of Palazzo della Civiltà Italiana, Fendi’s headquarters in Rome. The windows take inspiration from the modernized Fendi signature logos reworking the parchment leather of archival trunks, along with Selleria stitching, gold-tone metal accents and the silhouette of the brand’s successful classic Peekaboo bag.

One of the store’s highlights is a breathtaking sphere suspended in the center of the second floor with a modular ceiling and lit by round lamps. The sphere is visible from the street and accessible to customers via a mirrored floating walkway. Once inside the dome, two marble sculptures of the Fendi First bag are on display, alongside the actual handbags.

The interior is open and airy with industrial cement columns and beams accented with marble, brass, and steel, and plush rugs. Arabescato Vagli marble was chosen to recall the architecture of Romanesque churches.

The first floor has small leather goods and accessories and a women’s shoe store with concrete benches with leather cushions and gold accents.

A marble staircase leads to the rtw women’s department on the second floor. The open space in a soft palette of ivory and natural tones accented by gold is complemented by Italian-designed furniture. Hidden behind three-dimensional brass sliding doors is a VIP room with curved ivory mohair walls and pink carpet.

On this level is a special lounge with glass walls that can be closed behind ivory curtains decorated with an archive version of the FF logo designed by Karl Lagerfeld. The lounge can be used to host special private events for clients or clients.

Adjacent to the living room is the men’s area, which has a different aesthetic with its leather sofas and wood accents.

Throughout the store, dressing rooms are centerpieces with fur benches, marble walls in different colors, and metal ceilings.

In order to showcase the store in New York City, Fendi is launching an advertising campaign directed by Craig McDean which Brunschwig says will be used in print and outdoor marketing, with the latter launching in September in New York, Los Angeles and Miami.

On July 21, Fendi will also create a 360-degree virtual tour of the flagship store on its website so customers can shop in the store from anywhere in the world. Visitors will be able to virtually experience exclusive services and spaces such as VIP rooms, create wishlists and chat live with associates.

In addition to the flagship, Brunschwig said a new rtw store is opening at Saks Fifth Avenue to showcase the collection.

Brunschwig is confident that Fendi will reap the benefits of these new outlets and he has “extremely high expectations” that customers will respond positively to Jones’ new designs. “He really worked on a new silhouette and new icons that are based on our history and that work really well together,” he said. “And when you walk into the store, you really feel the collection.”

Fendi was created by Adele and Edoardo Fendi in Rome in 1925 and was designed by the late Karl Lagerfeld for 54 years until his death in early 2019. In 2000, LVMH Moët Hennessy Louis Vuitton became the majority shareholder of the company and in September 2020 Jones was appointed Artistic Director of Couture and Womenswear, while Venturini Fendi continues as Artistic Director of Accessories, Menswear and Kidswear.


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