Home Fashion Fendi Casa’s First Flagship Lands in Shanghai – WWD

Fendi Casa’s First Flagship Lands in Shanghai – WWD

Fendi Casa’s First Flagship Lands in Shanghai – WWD


SHANGHAI Marking a milestone in Fendi Casa‘s growth plan, the model’s third flagship and first Chinese language stand-alone retailer has landed right here at 1788 Nanjing West Street, a historic thoroughfare within the central Jingan District.

Fendi Casa is a part of the three way partnership Trend Furnishings Design, which was shaped final 12 months between the Rome-based luxurious home and Design Holding to broaden the model’s furnishings enterprise. Fendi Casa’s first store opened final November in Miami, adopted by a second in Milan in April.

“I’m tremendous completely happy to have the ability to be on Nanjing Xi Lu [Nanjing West Road,] it’s such a great space and reveals the very best picture of Fendi Casa,” mentioned Serge Brunschwig, chairman and chief government officer of Fendi.

“We wish to speak about this necessary extension of the Fendi model. I believe the model has many dimensions, and we’re completely happy that this one will be expressed on the proper degree right here,” Brunschwig added.

“We wish to entice the Fendi style shopper and we would like them to really feel at residence at a Fendi Casa retailer, so we adopted a method that’s similar to the Fendi style retailer,” mentioned Alberto Da Passano, CEO of Fendi Casa.

“We don’t promote a settee. We promote an surroundings that may be customized to the style of the shopper,” added Da Passano.

Spanning 8,100 sq. toes and two tales, the Fendi Casa Shanghai flagship takes over a store entrance beforehand occupied by Ferrari.

Designed by an in-house workforce, the interiors of the shop current key parts within the model’s visible codes, together with the FF brand, the “Karligraphy” brand, the Pequin stripes and splashes of Fendi yellow.

The Peekasit chair, a brand new seat impressed by Fendi’s Peekaboo bag, is on distinguished show on the entrance of the shop. Made in FF jacquard tonka-colored velvet, the model might be accessible solely for 3 months on the Shanghai flagship. An Aperitivo cellular bar made in Fendi’s Pequin stripes can also be an unique for the Shanghai retailer.

The Peekasit chair might be solely bought on the Shanghai flagship for 3 months.

The shop is split into residing islands that showcase the total vary of Fendi Casa’s designs, together with the Blow Up sofas designed by Controvento, the 5 seating system by Studio Marcel Wanders, the Clouds mattress and the Mirage sideboard by Chiara Andreatti, the Totu desk and Groove & Groovy chair designed by Toan Nguyen, and the Gran Pliè couch and armchairs designed by Thierry Lemaire.

Inside Fendi Casa in Shanghai.

Lighting techniques — together with the Dame lamp by Studio Marcel Wanders, the Bell chandelier by Formafantasma, the signature PH Artichoke suspension lamp, PH 2/1 and PH 3/2 desk lamps, designed by Louis Poulsen and the Fendi Casa workforce — create a heat ambiance on the retailer.

The Dame gentle, designed by the Marcel Wanders Studio, displayed inside a eating setting on the retailer.

In response to Daniel Lalonde, CEO of Design Holding, Fendi Casa merchandise can be found in 10 Chinese language cities through its selective distribution community. The plan is so as to add one other 10 to twenty cities within the close to future. Lalonde estimates that the China enterprise might be evenly divided between flagship retail, wholesale and contract tasks for resorts and high-end residential.

“China would be the number-one marketplace for Fendi Casa very quickly,” mentioned Lalonde. “We’ll proceed to do occasions right here to coach individuals and work with architects and designers to allow them to advocate Fendi Casa merchandise for his or her tasks. We’ll proceed to develop new classes similar to lighting and equipment.”

For the longer term, Da Passano believes there’s an opportunity to create extra synergy between Fendi and Fendi Casa. “For instance, we’re learning methods of placing Fendi and Fendi Casa very shut to one another in a mall or a freestanding location, however they’ve to stay a little bit bit separate by way of operation.”


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