Fendi unveils London flagship

By

Florent Gilles

Published
May 6, 2014

Fendi dazzled the upper crust London neighborhood of Mayfair with the May 2 launch of its new store, which also happens to be the capital’s largest. The shop covers three floors, the new concept for Fendi Men making its debut on the lowest level.

Numerous works of art by the likes of Marc Newson, Maria Pergay, Thierry Lemaire and Humans Since 1982 spice up the store’s sizable interior. Karl Lagerfeld, its creative director, Silvia Venturini Fendi, head of accessories and Pietro Beccari, the LVMH-owned house’s CEO all attended the launch party on May 1. Several celebrities such as Naomi Campbell, Lily Allen and Suki Waterhouse, were also present.

To mark the occasion, the house well-known for fur coats, is putting on a benefit auction for Kids Company, a children’s association, having called upon 10 internationally recognized women to create a customized version of the Peekaboo bag.

Those enlisted include Gwyneth Paltrow, Cara Delevingne, Adele, Jerry Hall, Georgia May Jagger, Tracey Emin, Zaha Hadid, Naomie Harris, Tanya Ling and Kate Adie. The auction will start on May 30 at www.fendi.com/auction.