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Fendi to Pop-Up in SoHo

On Saturday, the Rome-based house opened a temporary store at 122 Greene Street, on the corner of Prince Street across from the Apple store.

NEW YORK — Fendi is adding a playful pop to SoHo.

This story first appeared in the July 7, 2014 issue of WWD.  Subscribe Today.

On Saturday, the Rome-based house opened a temporary store at 122 Greene Street, on the corner of Prince Street across from the Apple store. It features a concept that is unique to Fendi in the way it nods to SoHo’s industrial aesthetic and rotates themes each month until the pop-up closes its doors on Dec. 31.

“SoHo is one of the most vibrant shopping destinations in the world for local and international customers,” said Fendi chairman and chief executive officer Pietro Beccari. “It is important for Fendi to secure its presence here and we are fortunate to have the chance for the next six months.”

The 630-square-foot store interior is inspired by an amusement arcade replete with merchandise shown in customized Fendi vending machines, with handbags hanging from mechanical claws, for example. “Another exclusive element is a special space dedicated to one-of-a-kind accessories; unique pieces that clients will be able to find only there,” Beccari said.

The interior’s exposed brick walls, original parquet floor and neon “Fendi Soho” signs capture the neighborhood feel. The first theme will be “Minis” with several small versions of such Fendi handbag styles as 2jours, Peekaboo and Selleria.

“Specific temporary locations with captivating concepts give a fresh energy to the brand, capable of also attracting a younger clientele,” Beccari said. “This pop-up gives us the opportunity to reach new customers and welcome our clients in a unique environment highlighting an exclusive selection of our most iconic products.”

The U.S. demand for Fendi is strong, according to the executive, and there could be more temporary concepts down the line. “We plan to continue expanding organically in a variety of ways based on opportunities,” he noted.