Milan city guide: magic behind FENDI store at Via Montenapoleone

May

Milan city guide: magic behind FENDI store at Via Montenapoleone

At Via Montenapoleone you can have the best time of your life, surrounded by the most magical environment! Considered one of world luxury avenues, Milan Design Agenda takes you into a special Milan City Guide tour! Fendi store standout for its materials inspired by a neoclassical-style façade. Start your Milan Fashion Week earlier with a quick visit!

FENDI’s Via Montenapoleone flagship in Milan following the new Avenue Montaigne store in Paris. The boutique is covering two floors and about 500 square meters; standout materials inspired by the brand’s Roman roots include travertine, leather, bronze and stone.

“This new home in Milan is a milestone in Fendi’s history which we are very proud of,” said Pietro Beccari, president and ceo of Fendi.

Situated in the historic 16th century Casa Carcassola Grandi palazzo, the two-story space features thematic rooms including the Fur Salon, the Selleria, a VIP dressing room and a one-of-a-kind Made-to-Order section where clients can have personalized versions of the Anna, Adele, Peekaboo or Baguette bags made in various colors and skins, including ostrich, crocodile, and calf. Inspired by a neoclassical-style façade onto the prestigious Via Montenapoleone.

Greeting customers in the foyer, is an instillation designed by the Turin-based Italian artist studio Nucleo. The towering piece is crafted with amber resin pixels and serves as a reminder of Rome’s ancient cobblestone avenues and monumental piazzas. Travertine, a form of limestone frequently used in Roman architecture past and present, lines the store, along with bronze, stone, and lacquered walls with opulent gold highlights.

Now, the magic only gets real when fashion falls upon Fendi’s flagship in Milan for cocktails…. At the inauguration of “Making Dreams: Fendi and the Cinema,” an exhibition conceived by Antonio Monfreda and Patrick Kinmonth, Milan Design Agenda witnessed a few VIP’s guests at the stunning sixteenth-century Casa Carcassoli Grandi palazzo on via Montenapoleone included Marisa Berenson, Juno Temple, and filmmaker Ferdinando Cito Filomarino.

Conversation frequently turned to the previous evening’s La Scala performance, Karl Lagerfeld’s “The Glory of Water” photo project displayed throughout the new store and former aristocratic private residence, and the restored version of Gruppo di Famiglia in un Interno(Conversation Pieces) by Luchino Visconti showing at Cinema Manzoni.

Inside the exhibition, Cara Delevingne, Catherine Deneuve, Fiona Scarry, andTallulah Harlech were welcomed by Delfina Delettrez and Silvia Venturini Fendi before munching on popcorn and taking time out from a frantic fashion week to smell the roses, or in this case the gardenias—Visconti’s favorite flower, which scented the private screening rooms.