In the heart of Seoul, Korea, where the future meets the present, Palazzo Fendi boutique has officially opened its doors in the Cheongdam-dong district of Gangnam. Designed by the Maison Fendi, this new boutique pushes the boundaries of fashion luxury by blending fashion and contemporary art in over 750 square meters spread across four floors. Palazzo Fendi is the first flagship of the city offering a collection of ready-to-wear clothing and leather goods for both men and women, scarves, leather accessories, and home decor in line with the brand’s typical contemporary and minimalistic vision.
The Architecture shines a Light on the Past for embracing the Future – Stepping into the World of Fendi Retail Spaces Implies Being Transported to the Unveiling of Its Architecture. Fendi’s retail spaces offer a contemplative experience of the building, inviting visitors to immerse themselves in the Heart of Italian Luxury with an ambience Reminiscent of Rome. This state of self-discovery is carefully cultivated by the company through its design. The designed light blends seamlessly with the architecture, showcasing the brand’s innovative values and providing a peaceful refuge from the chaos of the outside world.
The exterior of the boutique boasts a modern take on the classic Roman pattern, with a stainless-steel, finished diagonal geometric design and a central glass facade. This unique work of art features geometric diagonals and central glass windows converging towards the corner of the building. A combination of contemporary and classic elements accentuates the structural lines, and the boutique is adorned with 16-meter-tall LED arches illuminating the exterior. This signature element harkens back to the arches of Palazzo della Civiltà Italiana, the international headquarters of the Fendi brand, also known as the “Square Colosseum”. In this contemporary space, the interior surroundings are defined by arches that cast shimmering reflections on objects as light brushes them. The harmonious blend of materials includes concrete columns supporting the illuminated arches, marble interiors, and metal and glass exterior details.
The interiors are a pursuit of beauty – More than just a store, Palazzo Fendi offers a unique aesthetic experience. The interiors of the boutique are just as stunning as the exterior, surrounded by an atmosphere of uniqueness and exclusivity. The choice of different marble gives a different look to each floor and pays homage to the Italian cultural heritage, as it was used for classic Roman structures. Featuring the latest collections alongside iconic styles and a range of premium in-store services, each floor showcases a different colour palette and a variety of materials, creating an illusion of depth and a unique atmosphere as you move up the floors. Illuminated arches frame all the elements of Fendi’s iconic style, adorning the spaces dedicated to women’s and men’s ready-to-wear. This exclusive shopping experience is steeped in the brand’s signature contemporary allure. On the walls, the most iconic Fendi bags are displayed accented with touches of gold and plush décor. The boutique boasts an impressive collection of high-end designer clothing and accessories featuring the latest trends from some of the world’s most renowned fashion houses.
A Marble Experience from the 1st to the 4th floor – The most intriguing aspect is that each of the four floors of the boutique has a different selection of marble. The first floor is designed with Arabescato Vagli marble, the second with Patagonia Black, the third with Blue Roma, and the fourth with Crystal Blue. The choice of these marbles represents Fendi’s intention to showcase its Italian heritage and adds a touch of sophistication to the shopping experience. The first floor of the boutique displays women’s leather goods and accessories, the second floor is dedicated to women’s ready-to-wear, shoes and fur products, the third floor offers men’s collections and accessories and the last floor is dedicated to the VIP lounge. The area leading to the exclusive Fendi Privé is an ethereal structure that receives natural light from the top and creates an eye-catching and intriguing scene. A unique room has been set up in the Privé section, where the Art de la Table line is on show, just for Fendi’s VIP clients.
The Artwork signed by Matrangelo and Sironi – Palazzo Fendi boutique showcases carefully selected contemporary pieces, including custom-made bronze and bronze glass display tables from Italian designer Roberto Sironi and mirrored artwork from New York-based artist Fernando Mastrangelo. Mastrangelo’s signature “Unique” mirrored artwork, created using his signature sculpting techniques, is displayed in Palazzo Fendi. The drift mirrors on the boutique’s fourth floor are inspired by the gradient tones and textures of Patagonian glaciers breaking over water. The granules are layered with subtlety and finesse, creating a functional and decorative piece that reflects Maison Fendi’s commitment to sustainability. The “Ruins” collection table and chair by Roberto Sironi are utilized throughout Palazzo Fendi. The Ruins Series includes a number of pieces that reimagine architectural elements from Mediterranean industrial and classical antiquity. The proposal combines industrial features like double-T beams, reticular structures, and corrugated sheet metal with classical elements like columns, capitals, and amphitheatre sections. These elements have been reconfigured and reinterpreted from a fresh and evanescent perspective.
The Turin Table is the most distinctive design symbol originating from a corrugated metal sheet found at a disused industrial site in Turin. It was recreated in bronze using the lost-wax casting technique and then patinated in Verde Bronzo, with a gradient that resembles the original oxidation of the metal. The upper part of the table is mirror-polished and supports the shaped bronze glass
Conclusions – Designed to impress, the Palazzo Fendi installation interprets the idea of combining the past and future into an intricate interplay with the present. The lines become incredibly crisp, the volumes bold, Fendi with its details, light, and design surprises in a complete luxurious design, bringing a new breath of uniqueness and a new era of balance between innovative conceptualism and classic grace.
Enjoy even more @ Palazzo Fendi Seoul
Article edited by Luigi Rossetti