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Fendi’s new apart­ment in Rome is the epit­ome of mod­ern-day luxury

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The aptly named Fendi Privè apart­ment, re­served only for the most exclusive clients, is the jewel in the crown of the newly re­mod­elled Palazzo Fendi, the Rome head­quar­ters of the Ital­ian luxury fashion house. De­signed by Di­more Stu­dio, it re­sides on the sec­ond floor of the grand five-storey, 17th-cen­tury build­ing that now also houses Fendi’s largest store, which spans al­most 1,003 square me­tres; its very first bou­tique ho­tel, named the ‘Fendi Pri­vate Suites’; and, on the rooftop, a new branch of cel­e­brated Ja­panese restau­rant and bar Zuma.

Amer­i­can Britt Mo­ran and Ital­ian Emil­iano Salci of Di­more Stu­dio were per­son­ally se­lected to de­sign the apart­ment by Fendi CEO Pi­etro Bec­cari and Sil­via Ven­turini Fendi, creative di­rec­tor of ac­ces­sories and menswear, who wanted to ‘add colour’ to the strik­ing stucco-adorned build­ing. Britt and Emil­iano’s re­sponse to the brief is sub­lime: ele­gantly dressed in sage green with ac­cents of Dedar fab­ric framed by the build­ing’s orig­i­nal de­tail­ing, the in­te­rior is set off by glint­ing jew­els of Mu­rano glass and bras­sac­cented light­ing. ‘ We wanted to pre­serve and pro­tect the her­itage of the apart­ment, while adding a mod­ern touch,’ the de­sign­ers say. ‘The metal­lic ac­cents fur­ther em­bel­lish the space.’

At the heart of the apart­ment is a floor-to­ceil­ing iron shelv­ing sys­tem in­set with colour­ful slices of mir­rored glass. ‘ We de­signed it specif­i­cally for Fendi and first pre­sented it at Mi­ami’s de­sign fair in De­cem­ber 2014 as part of a small col­lec­tion of fur­nish­ings. The in­spi­ra­tion for the mir­rored glass came from vin­tage Fendi scarves, folded into tri­an­gles.’

In­tended to show­case mas­ter­pieces of Ital­ian de­sign old and new, the apart­ment also fea­tures scat­ter­ings of Venini lights, which are dis­played like func­tional sculp­tures. Ev­ery­where, de­sign clas­sics are mixed with Di­more Stu­dio’s own cus­tom-made pieces: the brass de­tails, touches of vel­vet, gold fring­ing and Fendi mink add to the air of deca­dence. ‘The aes­thetic is lux­u­ri­ous, cosy and in­ti­mate,’ say Britt and Emil­iano. di­morestu­dio.eu; fendi.com

‘ We wanted to pre­serve and pro­tect the her­itage of the apart­ment while adding a mod­ern touch’


Divinely deca­dent yet ut­terly on­trend, the Di­more Stu­dio-de­signed Fendi apart­ment is the epit­ome of mod­ern-day luxury

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