With a nod to the industrial aesthetic of New York’s SoHo neighborhood, Fendi (Rome) is selling its luxury accessories through December in a 630-square foot brick-walled space merchandised with elements such as customized Fendi vending machines. With changing monthly themes, the shop debuted last week with an “urban amusement park” concept featuring design elements such as a neon “Fendi SoHo” sign and handbags merchandised from mechanical claws. The pop-up features a small collection designed exclusively for the location.
Speaking to Women’s Wear Daily, Fendi chairman and ceo Pietro Beccari said, “Specific temporary locations with captivating concepts give a fresh energy to the brand, capable of also attracting a younger clientele.”