Fendi Casa’s collection is expanding, reflective of an increasing desire from Fendi customers to be part of the brand’s lifestyle, according to Alberto Da Passano.
’s Piazza della Scala, the 7,560-square-foot store with 13 windows opened last year, marking a key step in the evolution and expansion of the brand. Design Holding is jointly controlled by Investindustrial and The Carlyle Group. Founded in November 2018, Design Holding comprises design, furniture and lighting companies B&B Italia, Flos and Louis Poulsen, among others.
Since taking over Fendi Casa, the collections have become “more sophisticated” than in the past, when the FF logo was enough to drive business. “Customers now discover the details,” he said, citing the arches in the low tables that are reminiscent of those of the Palazzo della Civiltà, Fendi’s Roman headquarters. “The connection between fashion and design is very strong,” he observed. The O’Lock vanity cabinet is another example, inspired by the brand’s signature design.
Gradually expanding the Fendi Casa flagship network is also on the map and after the opening in Miami last November, a store in Shanghai will bow in Shanghai on July 1, spanning 7,560 square feet over two stories. “This helps us establish our mark in our key markets,” said the executive.
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