Fendi lights up Villa Medici

«Re-enchanting Villa Medici». Fendi is restoring a historic place in the capital, adding a piece to that journey undertaken in 1925 by Edoardo and Adele Fendi. A journey made of tradition and innovation, know-how and research, craftsmanship and Italianness. That same italianness which manifests itself more than anything else in the country’s cultural-artistic heritage, which the Lvmh maison has always sought to preserve through patronage projects and exceptional partnerships (see box on page 2). This new initiative, which has seen Fendi collaborate with the French academy in Rome to restore and refurbish six reception rooms at Villa Medici, is just the confirmation of the triple-stranded link between the maison, art and the Eternal city. «Villa Medici is a fantastic showcase for creativity. We have brought this space back to life with a contemporary décor that respects its historicity. The project was made possible thanks to a fantastic dream team. A synergistic collaboration between Villa Medici, Silvia Venturini Fendi, Kim Jones and Mobilier national», Sam Stourdé, director of the Roman villa, explained. «Both Kim and Silvia were thrilled to take part in this experience», maison ceo Serge Brunschwig added. «With their talents, they give contemporaneity to this extraordinary place».

Kim Jones and Silvia Venturini Fendi’s creative genius has thus resulted in an encounter between past and present, a metamorphosis in which contemporary design winks at the heritage and iconicity of the place. The French academy in Rome is a government institution founded in 1666 with the purpose of welcoming, for a period of one to five years, young French artists so that they could develop their own creative projects.

Originally housed in a building on the Janiculum Hill, since 1803 it has been based in Villa Medici, near Trinità dei Monti. And so, inside the halls, tapestries and antique furniture find space alongside furniture by Fendi Casa. These are joined by contemporary design pieces selected by Mobilier national, the French national agency that manages the furnishing of royal residences. The original wall painting tones were the starting point for choosing the palette of each room, inspiring the entire space and the selection of furnishing. Handmade rugs, made entirely from recycled French wool and dyed with natural colors, were created to echo the gradual hues of the wall and paneling.

Regarding Fendi Casa (see MFF of october 8, 2021), the ceo explained to MFF, «The project is working very well. We have restarted with a new partner, Design holding». On the possibility of expanding this business, after the Milan and Miami openings (see MFF of november 29), the ceo explained that a development plan is underway that includes many other projects. The possibility of Fendi-branded hotels opening is also not ruled out, along the lines of the suites operating since 2016 in Largo Carlo Goldoni in Rome. «We are interested in this kind of experience», Serge Brunschwig pointed out. The reopening of the maison’s restored salons was also an opportunity to present the book The Fendi set, written by Nikolai Von Bismarck and Kim Jones himself and in which Villa Medici is featured.

The ceo then reiterated the importance of craftsmanship for the brand. «The supply chain is everything. Everything we produce is made by artisans, which we have great need of. We must strive to develop these jobs. If we want to grow, we have to preserve Made in Italy. We want to train people and then hire them». And Fendi is already doing this through two hubs, one in Tuscany and the other in Marche. Behind the brand, as the ceo made clear, is a large production chain made up of small, specialized manufacturing companies. «This is a network that must be preserved. We are only at the beginning of an important path. I hope these pilot projects will be studied by the state to develop a training chain for artisan trades».

Regarding the company’s performance during the fiscal year that is coming to a close, Serge Brunschwig explained that Fendi continues with its growth path despite external calamities. «Growing the brand is our daily commitment. Everything is proceeding normally both in good times and in less good times. We continue to move forward in the right direction. We create, we communicate, we do», he concluded. (All rights reserved)

Ten years of patronage with the double F

The one between Fendi and the world of art and culture is a liaison that has lasted since 1925, the year the Roman maison was born. A bond that has been strengthened over the years thanks to patronage projects and collaborations in support of Italy's artistic-cultural heritage, especially in the capital.

2013. Fendi announces the restoration of the Trevi Fountain in Rome (in the picture) under its patronage.

2015. Fendi opens the doors of the Palazzo della Civiltà Italiana to host temporary exhibitions.

2016. Fendi supports the restoration and maintenance of four more Roman fountains, the Fontana del Gianicolo, the Fontana del Mosè, the Fontana del Ninfeo del Pincio and the Fontana del Peschiera.

2017. A year full of projects for Fendi, which hosts its first contemporary art exhibition inside the Palazzo della Civiltà Italiana. The fashion house also creates a scientific-educational area dedicated to students within the Scuola di alta formazione in Rome and supports the Italian Pavilion and three guest artists for an exhibition at the Venice Biennale. Fendi also announces the launch of a three-year partnership with the Galleria Borghese.

2018. Fendi supports the work and choral performance Revenge conceived by contemporary artist Nico Vascellari at the Maxxi museum in the capital, as well as the realization of the architectural mapping project Lux Formae by hungarian artist Laslzo Bordos.

2019. The brand is taking the field in support of restoration work for the enjoyment of the Temple of Venus in Rome, the largest building in ancient Urbe. A 2.5-million-euro operation, begun in 2019 and carried out in partnership with the Colosseum archaeological park.

2022. Fendi unveils a collaboration with the French academy in Rome to refurbish six halls of the Villa Medici. (All rights reserved)