Fendi Casa’s new era

A little less than a year ago the new FF design-Fashion furniture design was born, a joint venture between Design holding —a group owned by Investindustrial and The Carlyle group— and Fendi to develop the Fendi Casa brand. The first strategic step of this new adventure is the flagship store in Milan’s Piazza della Scala, which will be inaugurated today with 13 shop windows between Via Manzoni and Via Verri. Here the collection of the brand’s new course will be on display, resulting from different creative drives. First of all, emphasis has been given to the collaboration with Peter Mabeo, the result of the meeting between the Botswana brand’s founder and the artistic directors of the fashion house, Silvia Venturini Fendi, Kim Jones and Silvia Delettrez Fendi, which was presented last December for the first time at Design Miami/.

Other names have been enlisted to give life to an eclectic brand which is going to reflect the different souls of Fendi, including names already close to the Maison, such as Cristina Celestino and Chiara Andreatti, but also Marcel Wanders, Toan Nguyen, Thierry Lemaire, Piero Lissoni, Dimorestudio and Atelier Oï. «This is the beginning of a strategy that will lead us to open at least 40 single-brand stores around the world within three years,» Alberto Da Passano, the CEO of FF Design, told MFF.

Starting with this inauguration, Fendi Casa officially enters its new era. What does the opening in Milan mean?
The store in Milan is a fundamental step. We are expressing the entire concept developed so far in a project open to the public, from the collection to the brand’s aesthetic codes. The 700-square-meters space covers 13 shop windows, between Via Manzoni and Via Verri. Moreover, this new location will dialogue with Fendi stores. One store has just opened in Galleria Vittorio Emanuele II and there is the one in Via Montenapoleone. This creates an ideal triangle between the three spaces.

What are the next steps?
In terms of distribution, we are planning a widespread network, mainly with single-brand stores. We are planning the opening in Miami by 2022, there is already a store at Harrods. We will soon announce a location in Shanghai, which is one of the key cities where it is important to establish our presence. Within two or three years we expect to have opened 40 single-brand stores in the world, including our own (about 4 or 5) and in partnership.

The opening in Florida seems to aim at establishing a common thread with the Maison’s presence at Design Miami/ and the projects that are more related to limited editions. Is that right?
We certainly want to strengthen the connection with the artistic part we present at Design Miami/ every year. For example, today we are exhibiting the Kompa Collection by Peter Mabeo which was presented at the last edition of the American event. We are also re-proposing models that have already been exhibited in the past without being given continuity and that will be an integral part of our lines.

The geopolitical situation involving Russia will impact the purchase of deluxe furniture. What strategies will you implement?
We are focusing on a more homogeneous breakdown by geographical area than in the past, with a slightly lesser dependence on China in favour of markets that we would like to develop more, such as the US and the Middle East. Evolutions will be more or less rapid but there are areas to be covered, such as those in which we are opening up stores. After that there are things that go beyond what can be foreseen, but we have a lot to do in the US and in Asia in general. We will return to Russia when conditions are better and more stable, but we are confident.

Will the products be more targeted at contract or private clients?
We are focusing on the private sector. We want our stores to become centers of attraction for the public. We are also developing a large collection of accessories such as vases, textiles, candles, etc.

This collection is the result of a choral creativity. You have enlisted names close to Fendi as well as new ones. How is this phase of Fendi Casa shaping up?
There is great dialogue between Silvia Venturini Fendi and the designers. The collection has undergone a boost in terms of design and quality of the materials. This marked evolution has been made possible thanks to our partner, Design holding. For example, we will launch lighting through the production of Flos. We have good assets at the industrial level that will allow us to accelerate.

Will you continue with lines produced by several brands?
Yes, we will. Now we want to give continuity to what was anticipated in last autumn’s preview. In the future there will be evolutions but now we are confirming the current designers, even if in June we will be presenting new products by them.

Milan Furniture Fair is approaching. Will you attend it and do you believe in this fair?
This year we will be present only at the Fuorisalone and not at the fair. There is the will to enhance this beautiful and new space. We will also be setting up a private furnished apartment near Via Montenapoleone with our new products. This project will offer a glimpse into the collection in a domestic, atmospheric space.

Is not exhibiting at the Fair a choice only for this year? Or is it a strategy?
For the moment it is. A great effort has been made to be there and we want to express it as best as we can. However, never say never. (All rights reserved)