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09 / 44
LVMH 2015
—
History & Heritage
The love story between Fendi and Rome has
endured for ninety years, with the brand drawing
its cultural heritage and timeless sense of beauty
from the splendors of the city where it was born.
Classicism and modernity, style and glamor, clean
lines and exuberance: these subtle combinations,
displaying an elegance that breaks free from
convention, distinguish all of Fendi’s creations,
refl ecting the spirit of the eternal city, its glorious
light and its unparalleled art of living.
Nowhere but Rome could Fendi have chosen to
open its new headquarters – in the prestigious
Palazzo della Civiltà Italiana. An architectural icon
of the twentieth century, the palazzo needed
major work, which Fendi fi nanced while contin-
uing to sponsor its other restoration projects in
the city.
After completely funding the restoration of the
Trevi Fountain, recently reopened to the public
after sixteen months, Fendi undertook the reha-
bilitation of the palazzo, which had been aban-
doned for more than forty years. Built on the
outskirts of Rome in the late 1930s for the 1942
world’s fair, which was planned but never took
place, the palazzo combines classic Roman
architecture with Italian rationalism. Extending
over 19,000 square meters, the palazzo is
imposing but well-balanced, with harmonious
proportions, resulting in a luxurious, linear
esthetic. The monument has become a symbol
of Italian creativity and savoir-faire.
Dubbed the ‘‘Square Colosseum’’ by locals, the
building came back to life after two years of
work led by the architect Marco Constanzi.
Appointed with lighting by the artist Mario Nanni,
the monument now houses Fendi’s o ces, as
well as its fur workshop, the heart of the fi rm’s
expertise. Fendi has made a point of opening the
palazzo’s second fl oor (a thousand-square-meter
space designed to host art exhibitions) to the
public.
‘‘This building, its history, proportions and mate-
rials are incredible,” says Pietro Beccari, Fendi’s
CEO. “We are proud to be bringing the Palazzo
della Civiltà Italiana back to Rome, and to the
world. It is a symbol of our roots in Rome, and
of the ongoing dialogue between tradition
and modernity – values that Fendi has always
cherished.”
FENDI
REBIRTH OF A PALAZZO IN ROME
—