For those who feel simply wearing Fendi isn’t enough, now one can quite literally live in it. The iconic fashion brand has recently opened a seven-room boutique hotel in Rome’s Palazzo Fendi. Housed in a five-story, 17th-century manse, the compound covers almost 10,800 square feet.
The Fendi Private Suites, each uniquely designed by architect Marco Costanzias, come complete with furnishings by the brand’s own home-decor line.
The Wall Street Journal reports, “Artwork and statement design pieces are interwoven throughout, including chandeliers by Lindsey Adelman and a sculpture by Studio Formafantasma, an Italian design duo made up of Andrea Trimarchi and Simone Farresin.” The Fendi landmark even pays homage to designer Karl Lagerfeld, who was first employed by the Fendi brand in 1965, in the form of black and white photographs of Roman fountains he snapped.
In addition, the building houses Fendi’s largest store, featuring a red marble staircase at the entrance, Dimore Studio-designed custom screen, and daybed upholstered in shaved mink in its fitting room. On the top two floors the award-winning Japanese restaurant, Zuma, offers sweeping views of Rome’s Via Condotti.
Clearly Fendi wants to be your everything. “This is not just a hotel, a restaurant, an apartment and a shop,” Pietro Beccari, the brand’s chairman and CEO, told the Journal. “It’s our incarnation of our sense of aesthetics. It’s also a game changer for us, because I believe that visitors will discover what we like and they will like it too.”
It’s no surprise the brand known for its fine furs and leathers chose this locale to open its first hotel. Fendi’s roots are firmly planted in Rome. Founded in 1925 by by Edoardo and Adele Fendi there, the brand more recently relocated its headquarters to the Palazzo della Civilta Italiana in Rome and simultaneously renovated the famed 18th-century Trevi Fountain to the tune of $2 million. Their attention then turned to the renovation — which just took 11 months — of Palazzo Fendi, that had been used as the brand’s headquarters since 2005.
While Beccari hopes its latest endeavor will become an international destination, he reports Fendi has no intention of furthering its foray into the hospitality industry and rather this is a grand branding tactic. “But honestly, this project is more about creating image. We want to make sure that people leave with a better idea of Fendi than when they arrived,” he explains.
Anyone wanting a taste of Fendi’s interpretation of “La Dolce Vita” can book a room in the newly opened mecca at $770 to $1,900 per night.