From fashion to design. Highlighting the deeper and deeper link between its fashion collections and its interior design offering, Fendi Casa — the interior design division of the Roman luxury label — unveiled the “Six Shades of Palmer” sofa at Milan Design Week.
Designed by Toan Nguyen, the large angular sofa, covered with a blend of viscose, wool and cotton, features a dégradé color-blocking, spanning from powder pink to bright red, the iconic color of the Fendi fall 2017 women’s collection.
“We are very happy with the performance of Fendi Casa, which is growing at a double-digit pace,” said Fendi chief executive officer Pietro Beccari, revealing that the brand’s home division generated revenues of 80 million euros, or $88 million at average exchange, in 2016.
Fendi Casa, which opened a store on New York’s Madison Avenue two years ago, also unveiled a flagship in Milan on Via Montenapoleone in October. “This is a new area for interior design in the city, people are getting used to see this neighborhood as a place to approach furniture and not only fashion,” Beccari explained.
Beccari also revealed that a growing interest toward Fendi Casa is rising in China and Hong Kong, which may be a possible location for a new Fendi Casa store.
“At least two projects similar to the one in Miami will be developed in the next few years,” added Beccari, referring to Fendi Château Residences, an exclusive 12-story waterfront condominium building located in Surfside, Fla., just two blocks south of the Bal Harbour Shops. The first branded real estate project for the brand, Fendi Château Residences will feature 58 exclusive floor-through flats all with oceanfront exposure and views, featuring kitchen and furniture by Fendi Casa.
The brand’s pieces also decorate the Fendi Private Suites, located inside Palazzo Fendi in Rome. Opened in December 2015, the company’s first boutique hotel was designed by architect Marco Costanzi, who conceived Fendi’s new headquarters in Rome’s Palazzo della Civiltà Italiana and the company’s Milan showroom. At the Suites, guests are offered iPads with maps and soundtracks and a diary with Fendi stamps. As a souvenir and a gift, Fendi also offers the rooms’ key holders in Selleria in different colors.
“We don’t have a full strategy in terms of hotels,” said Beccari. “We prefer to opt for ad hoc projects by considering the specific situations. However, in general, we are more interested in residential and private developments.”
Fendi Casa collections are manufactured and distributed by Italian furniture specialist Luxury Living Group.
“Fendi Casa represents one of the most important assets of Luxury Living Group’s business with great performances on the international markets,” said Alberto Vignatelli, president and chief executive officer of Luxury Living Group, which closed 2016 with revenues of 120 million euros, $132 million, up 12 percent compared to the previous year.
“In general, on the different markets, we are seeing a strong interest in contemporary, elegant and sophisticated Made in Italy products. Fendi Casa fits these requirements with collections infused with a timeless elegance, targeting eclectic customers looking for unique solutions featuring high quality and a combination of aesthetic and functionality,” Vignatelli explained. “In addition, we are receiving more and more requests for customers seeking for turnkey interior design projects: a money-rich yet time-poor target looking for complete solutions which we can satisfy also with the Fendi Casa collections.”