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WHEN IN ROME: Fendi is giving itself a big anniversary present: In 2015, the fashion house will mark its 90th birthday by moving its headquarters to one of the most iconic and striking modern buildings in Rome — the Palazzo della Civiltà Italiana, recently the site of Giorgio Armani’s One Night Only event.
The imposing structure, sometimes called the Square Coliseum and considered one of the finest representations of fascist architecture, was constructed for the 1942 world’s fair in a district of Rome known as EUR. Clad in travertine marble, a feature in Fendi stores, each side of the palace boasts six rows of nine arches. “We are more and more devoted to the city,” chief executive officer Pietro Beccari said, alluding to the firm’s four-year commitment to restore iconic fountains in the Eternal City, starting with the Trevino.
This story first appeared in the July 18, 2013 issue of WWD. Subscribe Today.
He said about 400 employees — previously split between its palazzo in central Rome and a suburban site — would assemble under one roof.
Fendi signed a 15-year lease at a cost of 2.8 million euros per year, Beccari said. He noted the brand would offer the main floor to exhibitions and projects that exalt Italian creativity and craftsmanship.