Fendi Fetes Baguette at 15

Four bespoke pop-up stores are planned, the first bowing at Colette in Paris during couture week.

A rendering of Fendi’s pop-up space.

MILAN — Fresh from the Fendi oven: A batch of bespoke pop-up stores for the Baguette.

This story first appeared in the June 25, 2012 issue of WWD.  Subscribe Today.

They’re to trumpet the Roman house’s most iconic handbag, feting its 15th anniversary this year with a Rizzoli tome and reeditions of six of its most coveted versions.

Four temporary units are planned, the first bowing at Colette in Paris during couture week, to be followed in the coming months by temporary spaces at Dover Street Market’s London and Tokyo emporiums, and Maxfield in Los Angeles. The latter is slated to open Sept. 5 in a space spanning approximately 540 square feet.

Silvia Fendi, creative director of accessories and men’s wear, is slated to host a book signing on July 3 at Colette, which plans to display in its Rue Saint Honoré windows some of the most dazzling versions of the shoulder jewel created since 1997.

Fendi describes the pop-ups as installations rather than pure boutiques: a showcase for the large-format “Baguette” book and one-of-a-kind versions of the bag created by an array of contemporary artists.

There are things to buy, too, with silk scarves and charms sprinkled among the handbags on offer. Karl Lagerfeld, who designs Fendi ready-to-wear, created colorful purse drawings that will be reproduced on limited edition T-shirts priced at 400 euros, or about $500 at current exchange rates.

The initiatives around the Baguette, which ignited the “It” bag craze and fueled a bidding war for the company, signal a new strategic focus on iconic products at the company, owned by luxury giant LVMH Moët Hennessy Louis Vuitton and, since February, under the stewardship of chairman and chief executive officer Pietro Beccari, formerly with Louis Vuitton.

Sources estimate Fendi has already sold nearly a million of the slim-line purses, which are small enough to tuck under the arm like a loaf of French bread.