FENDI MOVES IN ON GRANT AVE.
When one door closes, another opens, they say. This is the case at 195 Grant Ave., with a bit of a twist: Prada shut the door and, Fendi flung it open. Granted, the designer fashion-house switcheroo took about a year and included major renovations, like dividing the former 5,650-square-foot space, adding a staircase, elevator and tons of marble. The final result is a two-level oasis that oozes modern luxury while nodding to the 92-year-old Italian brand’s handbag and fur roots.
While the LMVH Group label has 40 stores in the U.S., the new Union Square location marks the first in the Bay Area. According to Fendi, the company had been seeking the perfect San Francisco space for some time. Turns out, (half ) the former Prada store had the right stuff, including a prime spot between Maiden Lane and Post Street.
With an all-window facade, passers-by are treated to a clear view of Fendi’s colorful offerings. Those who enter will find a range of product categories — men’s and women’s ready-to-wear, handbags, accessories, shoes, fur and Collections (women’s designed by Karl Lagerfeld, men’s designed by Silvia Venturini Fendi). Shopping for signature Baguette bags and other goodies began in earnest on July 15, when the boutique made its debut.
Laden with Italian stones of travertine, Navona and Portoro marble, the store pays homage to its opulent Roman headquarters, the Palazzo della Civiltà Italiana. The masterpiece building, initially commissioned by Mussolini in 1943, was restored in 2015 when the luxury house moved in. A series of photographs of the palazzo are displayed on the new Fendi’s lower level.
The San Francisco store’s layout is straightforward and easy to navigate: The light, airy ground floor, punctuated with soft hues and a melange of textures, is all about the ladies. Fendi’s iconic handbags, small leather goods, sunglasses and scarves are the first to greet shoppers. Tended to like works of art, the bags are displayed on bronze shelves that pop against the soothing painted-over white fabric walls. Also scattered about are Fendi’s signature fur Pompom Charms. They add a fun wink and reflect the creativity for which the brand is known
While the handbag salon may get the most shopper love, the ready-to-wear, accessories and Collections take up the majority of the floor’s real estate. Currently on display: pre-fall styles including pieces from the most recent runway. Several seating areas — featuring 1920s-style vintage armchairs to a Jasper Morrison sofa (supplied by Cappellini) — create chic and intimate environs.
Downstairs, the darker, smaller lower level and dedicated men’s area gives off a seductive, clubby vibe owing to its rich lacquered finishes, pop-blue carpets and inviting mid-century furnishings. Here again, leather goods, ready-to-wear and Collections are meticulously displayed. Also on this floor: the gloriously swanky VIP room starring original sketches by Mr. Lagerfeld. (Champagne is ready when clients are.)
Whether you’re on the hunt for a new Fendi anything or simply a fan of design and architecture, a whirl through the boutique will surely leave you inspired, and probably craving a trip to Rome.