Fendi is making a significant assertion on the return of New York City.
The Rome-based luxurious model on Wednesday unveiled a gleaming 6,900-square-foot flagship on the nook of 57th Street and Madison Avenue. The two-level house within the historic Art Deco-era Fuller Building most lately housed a Coach retailer and replaces the model’s former 4,100-square-foot retailer immediately throughout the road.
The opening of the boutique, which was designed by Fendi’s in-house design workforce in collaboration with creative administrators Kim Jones and Silvia Venturini Fendi, additionally served as the worldwide introduction of Jones’ debut girls’s ready-to-wear assortment and supplied the primary in-person peek at his inaugural couture designs, which have been unveiled simply final week throughout Paris Fashion Week. The New York retailer had the unique on each collections for its opening day on Wednesday, and they are going to be supplied to the remainder of the world right this moment. The males’s assortment, designed by Venturini Fendi, launches in choose shops right this moment and all doorways by July 29.
Jones mentioned of the flagship, “The changing rooms give the sense of a personal experience that I love, as well as the open clean design of the space to showcase the collections to their best.”
Serge Brunschwig, Fendi’s chairman and chief government officer, mentioned the simultaneous launch of the collections and the unit’s opening is meant to symbolize a “great symbol and a signal of optimism: a new collection, new designer and new store. We hope it will be auspicious for us and for New York. A new chapter of Fendi history starts today.”
Brunschwig was unable to attend the opening due to continued journey restrictions, however Jones did go to the boutique on Tuesday as “a representative of the brand” and to see the gathering on the gross sales flooring for the primary time, he mentioned. “You get it first, and you get Kim to present it.”
All advised, Fendi has 40 factors of sale within the U.S., Brunschwig mentioned, and whereas he declined to disclose what share of the model’s total enterprise the U.S. represents, he mentioned it’s “a very important market. It’s the biggest country in the world for the luxury industry.”
The relationship between the U.S. and the Fendi model dates again many years when the Fendi sisters opened a boutique in Bergdorf Goodman in 1975, creating what he calls “a very special link with America which hasn’t disappeared.” Since then, he mentioned, “we’ve found ways to build the brand.”
While the pandemic did influence Fendi’s gross sales within the U.S., the state of affairs is brightening. Brunschwig mentioned the corporate is seeing a “revival of luxury spending” in areas such because the Southeast and West Coast. And New York can be beginning to rebound, and he’s anticipating the brand new retailer to jumpstart the enterprise.
“New York is having another rebirth,” the CEO mentioned, “as it has so many times. Never write off New York. It will be stronger than ever.”
As enterprise returns, Fendi will likely be ready to showcase the perfect of what it has to supply within the retailer. In addition to the ladies’s and males’s rtw, the shop affords leather-based items, equipment, jewellery and footwear. The retailer additionally marks the debut of the Fendi First bag, a number of jewellery and earrings together with the buzzworthy O’lock, and a brand new Fendi First shoe with an invisible heel. Large and small marble sculptures of the Fendi First bag are exhibited across the retailer, signed on the underside by Jones and Venturini Fendi.
As a logo of the constructing’s heritage from 1929, the facade maintains its authentic aesthetic. Six see-through LED curtains cling vertically for 3 flooring showcasing photographs of Palazzo della Civiltà Italiana, Fendi’s headquarters in Rome. The home windows are impressed by Fendi signature logos modernized by transforming parchment leather-based from archive trunks, together with Selleria stitching, gold metallic accents and the silhouette of the model’s basic bestselling Peekaboo bag.
One spotlight of the shop is a jaw-dropping sphere suspended from the middle of the second flooring with a modular ceiling and illuminated by spherical lamps. The sphere is seen from the road and accessible to clients via a floating mirrored walkway. Once contained in the dome, two marble sculptures of the Fendi First bag are on show, alongside the real-life purses.
The inside is open and ethereal with industrial cement columns and beams accented with marble, brass and metal, and plush carpets. The Arabescato Vagli marble was chosen to be paying homage to the structure of Roman church buildings.
The first flooring options small leather-based items and equipment and a girls’s shoe boutique full with concrete benches with leather-based cushions and gold accents.
A marble staircase results in the ladies’s rtw division on the second flooring. The open house space in a delicate palette of ivory and pure tones accentuated by gold is complemented by Italian-designed furnishings. Tucked in behind sliding three-dimensional brass doorways is a VIP room with curved ivory mohair partitions and pink carpeting.
On this degree is a particular lounge with glass partitions that may be closed off behind ivory curtains embellished with an archive model of the FF emblem designed by Karl Lagerfeld. The lounge can be utilized to host particular personal shopper or buyer occasions.
Adjacent to the lounge is the lads’s space, which has a unique aesthetic with its leather-based sofas and wood accents.
Throughout the shop, the becoming rooms are showstoppers with fur benches, completely different coloured marble partitions and metallic ceilings.
In order to introduce the shop to New York, Fendi is launching an promoting marketing campaign shot by Craig McDean that Brunschwig mentioned will likely be utilized in print and out of doors advertising, the latter of which is able to launch in September in New York, Los Angeles and Miami.
On July 21, Fendi will even create a 360-degree digital retailer tour of the flagship on its web site so clients can store the boutique from wherever on the planet. Visitors will be capable to nearly expertise unique companies and areas reminiscent of VIP rooms, create want lists, and reside chat with associates.
In addition to the flagship, Brunschwig mentioned a brand new rtw store is opening at Saks Fifth Avenue to showcase the gathering.
Brunschwig is assured that Fendi will reap the advantages of those up to date retail areas and he has “extremely high expectations” that clients will reply positively to Jones’ new designs. “He really worked on a new silhouette and some new icons that are based on our history and work super well together,” he mentioned. “And when you enter the store, you really feel the collection.”
Fendi was established by Adele and Edoardo Fendi in Rome in 1925 and was designed by the late Karl Lagerfeld for 54 years till his demise in early 2019. In 2000, LVMH Moët Hennessy Louis Vuitton turned the bulk shareholder within the firm and in September 2020, Jones was named creative director of couture and ladies’s put on, whereas Venturini Fendi continues as creative director of equipment, males’s put on and youngsters’s.