FENDI ROME NEW HEADQUARTER: PALAZZO DELLA CIVILTÀ ITALIANA

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FENDI ROME NEW HEADQUARTER: FENDI OPENS THE GATES AT PALAZZO DELLA CIVILTÀ ITALIANA

In order to celebrate the 90th birthday Fendi is moving the company headquarter to the most emblematic building of the Rome EUR block: the Palazzo della Civiltà Italiana. The new house will embrace the 450 employees of the firm and will become a pole of Italian fashion and high design. The ground floor will become a permanent free-entry gallery space, allowing the general public entrance to the building for the first time in its history.

Why Rome and why the Palazzo della Civiltà Italiana? Well, Fendi’s chief executive, Pietro Beccari believes that “Rome is on the verge of explosion, and it will become a real European capital. Let’s talk about what is right and what works rather than what is not right in Italy. It is too reductive or diminishing to say that people should not profit or praise the beauty of this [building], because people do.”

Inside, the original marble stairways and floors were well preserved and remain in place, but the building has been fully fitted out to host the brand in the best way possible.

The move also coincides with the German fashion designer and Chanel creative director Karl Lagerfeld’s 50th year with the company.

How much did it cost? The company has signed a 15-year lease costing €2.8 million.
Fendi: Founded in 1925 in Rome, Fendi is renowned for its use of fur, and produces ready-to-wear clothing, leather goods, shoes, fragrances, eyewear, timepieces and accessories.

Palazzo della Civiltà Italiana: The building, commonly nicknamed “the Square Colosseum”, was constructed in the middle of the Second World War and opened in 1942. It is widely regarded as one of the greatest examples of fascist architecture. It was originally meant to be an exhibition hall for a world fair. Around the base of the building, 28 statues representing various industries and trades are tucked underneath individual arches and there are 216 of them lining the palazzo.

 

 

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Photographer: Alessia Pierdomenico/Bloomberg

 

 

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Photographer: Alessia Pierdomenico/Bloomberg

 

 

Photographer: Alberto Pizzoli/AFP/Getty Images

Photographer: Alberto Pizzoli/AFP/Getty Images

 

 

Photographer: Alessia Pierdomenico/Bloomberg

Photographer: Alessia Pierdomenico/Bloomberg

 

 

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Photographer: Alberto Pizzoli/AFP/Getty Images

 

 

Photographer: Alessia Pierdomenico/Bloomberg

Photographer: Alessia Pierdomenico/Bloomberg

 

 

Photographer: Alberto Pizzoli/AFP/Getty Images

Photographer: Alberto Pizzoli/AFP/Getty Images

 

See more of Fendi Fall Winter Eyewear collection – Here