Fendi opens in Monaco.
In February, Fendi opened its doors at One Monte-Carlo, showcasing three floors of contemporary design, vintage furniture and art redolent of a luxurious Roman apartment. The setting is not by coincidence; the label’s roots trace back to the Italian capital, where, in 1925, Edoardo Fendi and Adele Casagrande set up their business, inaugurating their handbag shop and fur workshop in Via del Plebiscito one year later.
This is the first ever boutique in Monaco for the fashion house, a member of the LVMH group, and the interior is designed specifically for the location by Milan-based Dimore Studio, who also conceptualized Fendi’s Sloane Street and St-Tropez stores.
“This is a fantastic location with the dimension Fendi deserves in Monaco,” Fendi CEO and Chairman Serge Brunschwig tells Forbes Monaco at the store’s official launch on June 6.
The ground floor is home to women’s accessories and leather goods and features a sixties vibe with curated furniture by Osvaldo Borsani, while women’s ready-to-wear, furs and shoes can be found in two sections on the first floor, where an Afra and Tobia Scarpa sofa and silk-fringes curtains welcome shoppers.
“Monaco symbolizes lifestyle and luxury, and in the service environment the most important thing is to have a team that can enchant customers,” says Brunschwig, who took over as CEO in 2018 after running Christian Dior’s menswear unit. “It’s like a live theatre performance—the décor, the music, and the actors who embody the brand to make the journey of the client in the story rich, worthwhile and pleasant.”
The men’s area is on the lower ground floor where lacquered and cork shelves and folding deep Vienna straw panels play off the mocha colored walls, accentuating the ready-to-wear pieces. It’s a throwback to a “gentlemen’s club,” which ties in nicely to the Fendi’s current collection.
“With the evolution of the brand and the men’s market, we all felt it was time to go beyond sportswear,” explains Brunschwig. “The new collection was about the elegant man.”
Brunschwig points out the tie between Monaco and its resident, the late Karl Lagerfeld, who was Fendi’s creative director for 54 years and the guest designer for the label’s Men’s Fall/Winter 2019, his debut into menswear.