Journey back to the 1920s at Fendi's newest boutique in Milan
Set in Italy's most ancient shopping mall, the new boutique whisks patrons back to the era where it all began.
Keeping true to the spirit of the Maison, Fendi's second flagship boutique in Milan is a contrast between tradition and innovation. The opulence of the 1920s blends with a clean, contemporary aesthetic reflecting the brand's Roman heritage and modernity of design.
Situated inside the Galleria Vittorio Emanuele Il, guests are presented with a contemporary reinterpretation of the city's historic buildings from the early twentieth century.
Reproducing their scenographic character, unique decor, geometric patterns, polychromatic marbles and the succussion of architectural scenes, the dominant teal green that runs through the boutique is reminiscent of the shades that were used in Milan and on Roman buildings of the '20s.
As guests enter the ornate facade, they immediately catch a glimpse of the special staircase area, reflecting the fil rouge throughout the floors. The environment is further emphasised through the handmade stucco walls with KL motif and fusion glass handrails.
Spanning across three levels, the 250 square metre store will carry the full menswear and womenswear collections. Each level is distinguished by special marble flooring in varying shades and tones, providing different atmospheres for guests as they explore the boutique.
Three-dimensional, geometric pattern ceilings inspired by the architecture of Milan's historic buildings and Arabescato Vagil marble, reflecting the architecture of Roman churches, fill the ground floor. Here, guests will find women's bags, accessories and shoes presented on champagne metal shelves with silver metal drawers against hand-made ivory textured walls.
Up the staircase, the first floor opens to reveal the selection of menswear. Reminiscent of a gentlemen's lounge, green Patagonia marble floors and leather sofas create a comfortable, luxe space for guests, with a warm, yet masculine environment.
The Wisteria-coloured sheet metal walls of the second floor hold the Women's Ready-To-Wear and Fur collections. The black and white Patagonia marble-covered floors and fireplace provide guests with the feel of an intimate, contemporary living room.
The element of luxury continues through the space with the use of metal, silk and fur finishes in the fitting rooms. Thoughtfully selected bespoke furniture and design pieces such as velvet armchairs by Gio Ponti and an amber glass fusion table and silver and glass art artwork by Kiko Lopes also adorn the store, adding unique, artistic touches.
