A green crocodile Baguette bag with the FF closure embellished with sapphires and emeralds was the gem shielded in a glass box inside the new Fendi boutique in Courchevel, inaugurated on Friday night.
Catering to the high percentage of billionaires populating the French Alps’ ski resort in the winter season, the boutique brims with special women’s pieces, spanning bags in exotic skins to upscale fur coats. The unit is housed in a space formerly occupied by a Dior store, which relocated just a few steps away.
“The location is definitely exceptional. With this opening we reached one of the most exclusive French destinations, which also houses our parent company LVMH [Moët Hennessy Louis Vuitton] hotel Cheval Blanc,” said Fendi chief executive officer Pietro Beccari. “This seasonal boutique will enable us to reach that certain segment of customers who regularly visit Courchevel.”
The rich, exclusive offering of the boutique perfectly fits with the sophistication of the interior design, conceived by hip Milanese firm Dimore Studio, which has also designed the spaces of the apartments part of Palazzo Privé inside Palazzo Fendi in Rome.
“For this store, we wanted to recreate the atmosphere of a little mountain chalet,” said Beccari, who explained that the decision to tap Dimore Studio for this project was aimed at “bringing some magic to Courchevel.”
Divided in two rooms, connected by a gold doorway, the boutique exudes warm elegance with wood in a honey tone combined with brass, a sage green wood floor, as well as some walls covered with padded gray panels. In keeping with Dimore Studio’s design ethos, the store is furnished with a mix of different pieces, spanning from traditional Tyrolean chairs and a vintage wood closet to iconic design items, such as a coffee table by Carlo de Carli, a Luigi Caccia Dominioni ceiling lamp, as well as a stool, a day-bed and a table all designed by Charlotte Perriand. Fox blankets manufactured by the Fendi fur atelier exalt the sense of luxurious coziness of the space.
‘The Courchevel boutique has given us the opportunity to experiment Fendi’s aesthetical codes in a magical mountain place, mixing several materials and contemporary finishes with more typical ones in wood and fur, which are so Fendi and perfectly match with the mountain feel,” said Britt Moran, who established Dimore Studio with his partner Emiliano Salci in 2013.
During the weekend, on Saturday night, Fendi also presented to selected international press the latest fall 2017 men’s and women’s collections of its Leisurewear line, which was launched in March 2016.
For the occasion, the Roman fashion house rented Courchevel’s exclusive Edelweiss chalet, a six-story hyperluxury mansion located on the Bellecote slopes. Owned by a French gallerist, Edelweiss, which also features an extensive spa area with a swimming pool and a gym, as well as a movie room, is filled with outstanding works of art, including paintings by Joan Miró and Salvador Dalí sculptures.
The rooms of the chalet emphasized the precious aspect of the Fendi Leisurewear collections, which this season included rich brocades treated to guarantee great performances on the slopes. The men’s and women’s ski suits and jumpsuits were splashed with the Pequin stripes, or decorated with the eye-catching Karlito image and the Fendi Wonders iconic characters. The two collections also included outfits for a range of activities, from aerobic training and yoga to tennis. In addition, the lineups included a wide offering of off-duty pieces, such as sweatshirts, sweaters and urban outerwear. The recurrent colorful fur touches peppered not only the garments, but also the accessories, including ski helmets, goggles and gloves.
“The Leisurewear is performing really, really well,” said Beccari, noting that the line is particularly strong online. “As soon as it lands on Net-a-porter, it’s immediately sold out.” Europe, the United States and Japan are the markets where the line is performing better, according to Beccari.
The Leisurewear collection is sold in 94 Fendi boutiques, as well as in 111 multibrand stores.
The presentation of the collection was followed by a seated dinner, animated by a magician, and a party with a DJ-set by Graziano della Nebbia, both held at the Edelweiss chalet.