Project: Fendi Sloane Street

Design: Dimore Studio
Opening date: December 2017
Store size: 437 sq m

Fendi has opened a new store on Sloane Steet, London, with a design by Emiliano Salci and Britt Moran of Milan-based interior design firm, Dimore Studio. Spread over two floors, the store features a highly curated mix of vintage furniture, collectible contemporary design and art pieces. The feel across the spaces is designed to emulate a chic and elegant apartment, with linear and soft edges throughout and a strong emphasis on comfort and sophistication. The mood has a homelike feel, complete with homely and familial furnishings, yet living in contemporary times.

Curved entrances on the ground floor welcome guests into the space. Plush kilim bespoke carpeted floors are edged with an onyx marble trim, reminiscent of exotic African travel, whilst a vast chandelier made of hundreds of plexi prisms in the tones of light pink, designed by Dimore Studio for Fendi, hangs above.

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The space is dedicated to Fendi women’s accessories and bags, which are displayed on thick, bronze plexi glass and backed by lead paneling, covered with a unique parchment effect. Mirrored and stainless steel finishes are juxtaposed with brass, continuing the Sixties sentiment, whilst the walls are carpeted, giving a cosy, warm feel.

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The central area embodies the Art Deco and Sixties aspect not simply by the furnishings but also the carefully curated furniture – a freestanding mirror by Alain Delon sits snuggly to the edge of the room, whilst around the corner in the cashier booth, a trio of Seventies Pierre Cardin wooden chairs sit alongside an elegant vintage desk lamp. The walls of this area feature oriental black wooden panels with lacquered golden geometric lines.

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The stairs to the first floor are strongly graphic and designed to have a cocoon feel, with double height mohair and velvet wall linings. On the outer bannister, an eye-catching, geometric Dimore Studio design featuring wedge shaped metals promotes the Art Deco feel, whilst a deep amber carpet lies underfoot. Beneath the stairs, a collection of futuristic unique totems, designed by Mario Sabot, display pieces in a surprising, museum-style manner, heightening their desirability. The counters throughout both the men’s and women’s areas are all bespoke designs by Dimore Studio, and not used in any other Fendi store.

The first floor is divided into two parts, with a more geometric approach. Each area presents the men’s and women’s collections with a strong Italian palazzo mood, channeling a sophisticated salon vibe with a series of rooms entering one into the other. The spaces portray a distinctly feminine or masculine mood, initially defined by the corridor between the two areas; one side powder pink plaster and the other in the same black wood paneling as the ground floor cashier.

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Pink plaster walls and a hi-shine ceiling convey a sense of femininity, and a luminaire by Carlo Scarpa descends from the roof. The piece features a series of concentric squares, giving the impression of a ziggurat ascending beyond the ceiling. Beneath it, a welcoming curved sofa sits alongside two ancient Chinese bamboo armchairs from the 1800s, whilst pieces are displayed opposite on a vintage Artona series dining table by Afra e Tobia Scarpa. Ready-to-wear and fur pieces hang on the walls, backlit by a window with luxurious silk-fringed curtains.

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In women's footwear, the space portrays a soft light from an impressive central chandelier – a rare Model 5212 brass and Murano glass light, again by Carlo Scarpa. Shoes are displayed like cherished museum items, each piece in its separate Perspex and brass booth, whilst a plush white carpet with onyx edges heightens the salon mood.

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This floor also features a made to order bag and fur area, and private changing room spaces that complement the ladies RTW area, with a VIP space which can be closed off by mirrored Vienna straw screens.

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Each changing room is a soft, warm space, lit by an Estrella wall lamp from Hans Agne Jakobsson, and both have distinct and unique elements – one features lacquer hand-painted panels with an ornate Chinese landscape inspiration, whilst the other is a totally mirrored silver cube. A Graphic Four Corners coffee table by Nanda Vigo sits in the VIP area – just one of many talking points within the space.

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As expected, the men’s area has a more masculine vibe, with deeper, mocha coloured walls. The concept is more of a gentleman’s club with refined, armoire-style details. A large, rotating cupboard with interior lacquer and cork shelving sits in the centre of the space and is used to display the collections in an intimate, unique fashion.

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The space is peppered with historical pieces, chosen specifically because they reflect the era and design ethos for the space. An oak, PS16 Franco Albini rocking chaise is juxtaposed with a tempered glass, French modernist gueridon, giving a nod to 1930s glamour. A Mod.597 table lamp by Gianfranco Frattini sits near a Luigi Caccia Dominioni’s 70’s armchair – another piece perfectly complementing the menswear collections, which are displayed in tubular units of dark green and cork. Smaller accessories are displayed inside specially-designed counters created out of radica. Sophisticated silk linings complete each unit; the perfect complement to the luxe Fendi menswear pieces.

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