FENDI, a luxury brand based in Rome, Italy, will relocate and open its new flagship store, "Palazzo FENDI Omotesando," based on the brand's latest global concept, at 11:00 a.m. on Saturday, February 11, 2023 (national holiday).

Courtesy of FENDI
FENDI is known for its time-honored craftsmanship by skilled artisans and its outstanding creativity, and this store will be one of Japan's largest combined stores for both men and women, fully demonstrating the brand's core values and artistic passion. Comprised of three floors, including two above ground and one below ground, the store will offer a full range of products, from the finest furs and ready-to-wear, to leather goods, shoes, and playful lifestyle accessories. Furthermore, as the first concept store in Japan, the store will carry FENDI CASA home accessories and children's collections.

Courtesy of FENDI
The concept of Palazzo Fendi Omotesando is inspired by Rome, the birthplace of the brand 98 years ago and a city that continues to inspire the brand's passion today. The striking façade is a modern, urban reinterpretation of the classical architecture of the Eternal City, the brand's roots. Fifteen LEDs, accentuating the store's distinctive central glass window, create a striking geometric diagonal and an iconic arch reminiscent of Fendi's Palazzo della Civiltà Italiana, home to the brand's headquarters. The store's sloping facade lends a contemporary vision to the existing architecture. The striking façade leads visitors inside, where they find themselves enveloped in a space filled with warmth and grandeur. The interior plays with materials, evoking Fendi's codes and dualist tradition. Rough concrete columns and beams are accented by luxurious touches of marble, champagne metal, steel, and plush carpet. Alternating materials on the floors and walls create depth, providing a unique backdrop for each collection displayed. Arabescato Bari marble, black and white Patagonia marble, white Ristal, and blue Roman marble enrich each floor, creating different atmospheres and color palettes.

On the first floor, guests are greeted by iconic Fendi women's leather goods, such as Peekaboo and Baguette. Three carefully selected walnut-colored Zoumey tables by Arno Declercq add a warm touch to the interior. Further back, the women's accessories area opens up, featuring a custom-made mirrored metal round counter and high stools. The stylish silver and gold metal stools are covered in cognac-colored mink covers crafted in the Fendi fur atelier, showcasing the Maison's unique craftsmanship in every detail. Passing through bold concrete beams, you'll find adorable kids' collections and unique lifestyle accessories, available exclusively at the flagship store. An Alaskan marble coffee table and a modular Fendi Casa sofa, custom-made exclusively for the Fendi boutique, offer a cozy atmosphere.

Courtesy of FENDI
Climbing the marble staircase, the Hubert Mirror and Palmyra Bench from Roberto Sironi's Ruins collection provide a modern opening to the women's shoe area. The Italian designer's body of work redefines architectural fragments from the industrial and classical archaeology of the Mediterranean basin. The shoe collection, displayed in a stainless steel display, features Fendi's iconic "Pequin" stripes applied in plaster on the back, providing a detailed reference to the House's DNA. The adjacent women's ready-to-wear and fur areas feature rosewood walls and sliding screens, complemented by muted blue accents. The focal point here is the Pinac table from Oeuffice, a London-based research laboratory focused on creating limited-edition innovative objects. Crafted from light blue aluminum and tempered glass, its geometric shape and transparency allow for a range of color shades. A light gray Sandia sofa by Fendi Casa completes the luxurious setting.

In the Fendi Casa home décor area, Fendi Casa's Soho sofa and Dadelo table complete the elegant space of this flagship store, the first concept store in Japan. The two fitting rooms are finished in Ottanio (blue-green) and ivory, respectively. Teddy fabric walls, full moquette carpets, and mink fur benches made in Fendi's fur atelier further enhance the richness of guests' stays.

Courtesy of FENDI
Descending the stairs to the basement, you'll find the men's collection, which is linked to the other floors but has a different atmosphere. It features diagonally designed Roman marble and custom-made mirrored metal round tables, as well as a counter accented with Palissandro wood and champagne metal. This area displays the men's leather goods and accessories. The contemporary blend of warm wood and cool marble creates a masculine atmosphere. In the adjacent room, a pecan striped background and light green metal display showcase the finest furs, ready-to-wear, and shoes, centered around a modular Fendi Casa sofa, custom-made for the boutique. Two fitting rooms, finished in Luminous and Dover White, respectively, feature marble walls, full moquette carpeting, and, like the women's version, Sandia armchairs from Fendi Casa, creating a luxurious experience for customers.

Courtesy of FENDI
The store will achieve its carbon footprint and energy consumption reduction goals in 2023, and will be awarded the prestigious LEED Sustainability Certification. Special attention has also been paid to indoor air quality, with primary air provided to all spaces and carbon dioxide and VOC (volatile organic compound) sensors installed.

Courtesy of FENDI

The new Fendi flagship brings Italian luxury to the streets of Omotesando.