Appeared In
Special Issue
Men'sWeek issue 11/20/2014

MILAN — Fendi has teamed with Dimore Studio to create a Roman Lounge at the Design Miami fair next month.

This story first appeared in the November 20, 2014 issue of WWD. Subscribe Today.

Dimore Studio founders Emiliano Salci and Britt Moran re-interpreted an ideal Fendi apartment in Rome with some of the brand’s most representative details, such as the Selleria leather and fine stitching or color-blocking.

“Who better than Dimore Studio for this?” enthused Pietro Beccari, chairman and chief executive officer of Fendi. “They are young, but they have a standing and reputation at a global level.” Salci and Moran have already designed pieces for Fendi’s Paris and Milan flagships, said Beccari, highlighting how their design is characterized by “the richness of materials and the use of leather and steel,” and their skill in recreating “Italy’s Sixties era.”

This is the seventh year Fendi will show at Design Miami and Silvia Venturini Fendi said Dimore Studio’s “translation of Fendi codes is truly distinctive, sophisticated, with a unique personality and a whispered luxury expressed through the details and the materials chosen.”

In a neutral space, Fendi will display a selection of bespoke pieces that reflect the bond between the brand and the design studio. The collection comprises two different kinds of lighting, horizontally along the walls of the space and vertically from above a bookcase in iron pipe painted black, with oxidized brass feet, dividers and shelves in glass yellow, brown, pink and gray that play with the same colors of the horizontal light. Vertical volumes pay homage to Ferdinando Innocenti, while horizontal volumes pay homage to Akira Yoshizawa’s origami.

There will be a grand square table with a base consisting of seven frames in black painted iron and one in oxidized brass and a smoked glass top, as well as two chairs, with shell and crocodile burl inlays lined in cream and yellow Selleria Roman leather with details in oxidized brass, called “conversation pieces.” A daybed padded with foam, lined with natural sheared mink, with oxidized brass details and tubular structure will be placed on a puzzle wool carpet made of triangles in seven shades of gray with yellow wool Selleria stitching.

“This is an extraordinary project, a perfect example of one of those Roman salons that we love in those gorgeous palazzos that blend modern and antique,” said Beccari.

The executive also touted the relevance of Design Miami. “It’s one of the most important events in the world, at the vanguard of design, and Fendi has been there since early on in the beginning, showing its proximity to design. It’s one of the appointments at the maximum level in the world.”

The Italian brand has had a home line, Fendi Casa, since 1987, which Beccari said was one of the company’s most profitable businesses. In July, Fendi said it was entering its first branded real estate project globally, partnering with Château Group to develop Fendi Château Residences, a 12-story waterfront condo in Miami slated for completion in June 2016. It will feature 58 units — apartments and penthouses — from 3,300 to more than 7,000 square feet with 10-foot ceilings and ocean-view terraces.

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