FORBES: Fendi’s Personal Vision of Luxury: The Ambitiously Refurbished Palazzo Fendi in Rome


Nel-Olivia Waga for Forbes_ Fendi Private Suites_Rome_Palazzo Fendi

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The Italian fashion house, known for innovative yet traditional designs in furs, leathers and furniture, has been raising the bar in terms of luxury, making their flagship a symbol and personal vision of the aesthetic lifestyle reflecting the label. Offering this lifestyle to the public, is the best occasion to live the brand to the fullest extent. It’s not just a hotel, a restaurant, an apartment and a shop. At Palazzo Fendi it’s all about making sure that people leave with a better idea of the brand than when they arrived, creating a unique brand image.

Fendi Boutique at Palazzo Fendi In Rome Credit: Fendi

Fendi Boutique at Palazzo FENDI in Rome
Credit: Fendi

Palazzo Fendi is located in the historical heart of Rome, on Largo Carlo Goldoni, in front of luxury shopping street via Condotti and the Spanish Steps. The building was originally a residence of the Boncompagni-Ludovisi family, one of Rome’s most ancient aristocratic lines, before it became Fendi’s headquarters in 2004.

Recently the 17th-century building was refurbished and reopened as the brand’s largest store in the world, covering almost 10,800 square feet. Maintaining this old Roman palazzo spirit, the flagship is an entertainment temple par excellencel where Fendi created a real customer experience. The entrance features a dramatic staircase cut from red Lepanto marble and a circular glass-and-bronze elevator. Also on display, like on every floor, are modern and contemporary art pieces from Fendis very own art collection, like the mirrored “Moon Ball” sculpture by the Swiss conceptualist Not Vital.

On the second floor, Fendi dedicated a new area in the store to their in-house fur atelier. In an exposed space, eight fur artisans work their mastery on the more sophisticated and difficult furs – here you really get the whole high end production feel.

The venue’s third floor hosts Fendis first boutique hotel, the Fendi Private Suites with seven rooms.

Reception Area, FENDI Private Suites at Palazzo FENDI in Rome Credit: Fendi

Reception Area, FENDI Private Suites at Palazzo FENDI in Rome
Credit: Fendi

Dressed in warm, neutral and inviting tones, colorful accents are once again provided by design furniture and objects. The majority of furniture in each room is custom designed by Fendi Casa, so now you can visit the city, sleeping the Roman way à la Fendi! At the Suites, guests are offered iPads with maps and soundtracks and a diary with Fendi stamps. And as a souvenir and a gift, Fendi offers the rooms’ key holders.

FENDI Private Suites at Palazzo Fendi Roma, Suite 2 Credit: Fendi

FENDI Private Suites at Palazzo Fendi Roma, Suite 2
Credit: Fendi

The Palazzo Privé, an extravagant three-room apartment, is located on Palazzo Fendi’s second floor and dedicated to the brands top clients. Despite the luxe ambiente, the space feels very cosy with a lovely mix of vintage design furniture, contemporary design and art pieces. It provides the perfect retreat for the brand’s most ardent clientele to immerse themselves in the house’s signature opulence. The lavish apartment is used by VIP’s for private fittings and events.

The icing on the cake must be the Zuma restaurant, which just opened its tenth venue at Palazzo Fendi. The London based award-winning Japanese restaurant chain, created and co-founded by the chef Rainer Becker, is new to Italy and it’s a whole new concept for Fendi, for it’s the first time they team up with inspired by informal izakaya-style Japanese dining.

16 - ZUMA Rome - The sushi counter - floor 4

Sushi Counter at ZUMA Rome Credit: Fendi

The dishes – designed to be shared – are created in three different cooking styles: the main kitchen, the sushi counter and the robata grill. Zuma’s modern Japanese cuisine is not at all traditional but very authentic. The extraordinary space covers the two top floors with a roof terrace overlooking the ‘eternal’ city.

Zuma Restaurant at Palazzo Fendi In Rome Credit: Fendi

Zuma Restaurant at Palazzo Fendi In Rome
Credit: Fendi

Unique to Rome, the restaurant features a private table within the wine cellar seating up to 8 very special guests.

Wine Cellar at ZUMA Rome, Palazzo FENDI Credit: Fendi

Wine Cellar at ZUMA Rome, Palazzo FENDI
Credit: Fendi

You can access Zuma by an independent entrance in Via della Fontanella Borghese. The restaurant will be open for lunch Tuesday – Sunday from 12:00 PM to 2:30 PM and for dinner Tuesday to Sunday from 7:30 PM to 11:00 PM.