Luxury fashion house Fendi has opened its first pop-up at Harrods in London, under the name ‘F is FENDI’, presenting a new and exciting story. The pop-up is also debuting the ‘F is FENDI’ logo, and will be open until September 25th.
F is Fendi reflects the mood of the fashion house’s women’s Fall/Winter 2017-2018 collection, and the space used for the pop-up has been characterised with a cinematic and geometric vibe. The pop-up has combined the free spirit of Fendi and its graphic heritage in a feminine and contemporary way.
The retail store design of the pop-up features travertine marble that resembles the Fendi headquarters at Palazzo della Civilta Italiano in Rome. Individual bricks are handcrafted with the F is Fendi logo.
Fendi Bici (bicycles) are also part of the pop-up’s design, and the wheels incorporate the round logo of F is Fendi. The Fendi Bici have been placed in a dedicated space in the window of Harrods, and bring to mind the romance and glamour of a bicycle ride around Rome. Customers are welcomed to stop for a Bici-moment, taking a selfie and sharing it on social media using the ‘#FisFendi’ hashtag. Above the bike, the hashtag is written out in white neon lights.
Bags, belts and other accessories are displayed boldly within the pop-up on shelves that have been carefully lit. The whole space has an elegant feeling, giving customers an immediate introduction to the fashion house and its quintessential Italian style.
Image credit: Retail Focus / Instagram