Don't be fooled by the historic Flemish-style terracotta and brick façade of Fendi's New Bond street maison. Past the storefront's classical pillars, the brand's Roman roots have been laid down in Travertine (Italy's 'monument' material of choice), together with plenty of bronze accents and stone 'paving', to round out the palazzo feel. The three-storey concept has been masterminded by the French-born, Japan-based Gwenaël Nicolas, using a chromatic architectural style, which centres around a spiral staircase and waterfall chandelier, designed by the Fendi studio and composed of 5,600 pieces of Murano glass.

'A Million Times 72', a digital 'clock' by Humans Since 1982 (featured in our May issue, W*182), greets patrons on the ground floor, and from there the art focus extends in all directions with a range of furnishings designed by the Campana brothers, French architect Thierry Lemaire, artist Massimiliano Locatelli and designer Marc Newson. Many of these pieces in fact feature in either Nicolas or Silvia Fendi's own homes.

The flagship also debuts the brand's new gentleman's apartment concept that houses Fendi's entire menswear collection for the first time. Other unique features include a dedicated fur salon, VIP dressing room, made-to-order bag service, and Baguette Wall installation, composed of some 30,000 bronze spikes. Elsewhere on the walls, photographs of Roman fountains, taken by creative director Karl Lagerfeld for the 'Glory of Water' project, complete the grandiose residence.  

TAGS: FENDI, MARC NEWSON, CAMPANA BROTHERS, RETAIL DIRECTORY, GWENAËL NICOLAS, KARL LAGERFELD