FENDI announces the opening of its new boutique located in Königsallee, renowned fashion district in Düsseldorf, Germany.
The 460sqm space welcomes the entire FENDI universe, where Women’s and Men’s full collections are carefully showcased on two levels, expressing an aesthetic design through a double height void emphasized by led arches, an iconic FENDI signature, reminding of the façade of Palazzo della Civiltà Italiana, FENDI’s headquarters in Rome, which result in an airy and graceful space. The façade, that reveals the 2-floor store thanks to a see-through effect that create a dialogue between inside and outside, maintains its original aesthetic to preserve the building’s original appearance.
Upon entering, guests immediately discover the ground floor divided into two areas by the light metal pink staircase and the matching colour marble floor, which spaces out the elegant use of materials, alternating Women’s leathergoods and accessories, displayed on champagne metal shelves with silver metal drawers while Men’s categories are characterized by niches with green silk backdrop and geometric pattern carpet, a reference to the archives and Karl Lagerfeld design, that carry a masculine feeling.
The stunning element that catches the attention is the floating mirrored glass walkway aimed at connecting the glass elevator with the rest of the first floor, reachable also through the precious staircase, both part of a special atmosphere created by a warm lighting with a focus on the products, as if they were works of art.
Walking up the staircase the first floor opens to an open space area with a soft palette of ivory and pink tones, accentuated by hues of warm gold, which is dedicated to Women’s ready-to-wear, fur and shoes, where shelves and free-standing elements in Arabescato Vagli marble, typical of the architecture of Roman churches to convey grandeur atmosphere, and gold alternate, overlooking into the void.
From here guests can have access to the scenographic, but intimate, VIP area characterized by azul metal walls and Ocean Storm light blue marble floor that can be privatized with ivory velvet curtains that once closed creates a private and cosy space. The special lounge offers a selection of pearl color bespoke pieces of FENDI Casa furniture and encloses a virtual sale niche, hidden by sliding walls and marble backdrop, enriching the clients’ experiences inside the boutiques.
To celebrate the boutique Grand Opening, FENDI taps Pepi Erdbories, a German contemporary artist represented by Baodt.Art Gallery, to customize a white canvas Peekaboo through her own vision of art. With her works she always tries to create an outer framework for a following inner play of thoughts. By combining abstract art and text art, she invites viewers to identify themselves with her work individually and connect their own story to it. Her main goal is to convey a good, empowering feeling as well as getting in touch with the subconscious mind. The bag features two powerful messages handwritten by the artist on each side of the bag, painted by hand in the iconic FENDI yellow colour.
In addition, FENDI displays a special selection of Peekaboo bags realized over the years by other famous international artists, designers and celebrities, who transformed through their work the iconic FENDI bag – realized by Silvia Venturini Fendi in 2008 – into a piece of art during special happenings for FENDI. In a tribute to craftsmanship, design and art world and to the Peekaboo itself, the selection includes the Artist Peekaboo customized by Dutch designer Sabine Marcelis and Hong Kong jeweller, philanthropist and businesswoman Michelle Ong on the occasion of the Peekaboo 10th anniversary, along with the Selleria Peekaboo designed by Aranda Lasch for Design Miami/ 2010. Selected bags from the 2014 Peekaboo Project will also be exhibited, including the ones by Zaha Hadid, Cara Delevingne, Jerry Hall, Kate Adie, Gwyneth Paltrow, Georgia May Jagger, Naomie Harris and Tanya Ling.
Location
Königsallee 36, 40212 Düsseldorf, Germany