Palazzo Fendi on Rome’s fashionable Via dei Condotti has opened a boutique hotel, Fendi Private Suites. The hotel has only seven luxury rooms and occupies the entire third floor of the building. The windows offer breathtaking views of the Eternal City, including the nearby Plaza de España and the Trevi Fountain (for the restoration of which the Fendi house allocated $ 2 million). And although the cost of rooms ranges from 700 to 1600 euros per night, for a fashion house this is not so much a commercial as a reputational project, behind which there is a desire to show everyone what “life in the style of Fendi” is.
Pietro Beccari, chief executive of the brand, says that this hotel is “a unique place where you can easily and simply experience our extremely accurate and highly personalized understanding of luxury. And when people apply it to themselves, their perception of Fendi will change completely. Our customers will be able to go beyond the things they buy and see what kind of world is behind them. After all, people like to buy not just things, but the set of values that the brand brings with it into their lives. ” “Someone, returning home in the evening, sits down to watch TV on the sofa from Fendi. Now he has the opportunity to go to Rome and stay in a hotel from Fendi,” adds Beccari with a smile.
The hotel was designed by Italian architect Marco Costanzi. He also worked on the new headquarters of the brand, which opened in October last year in the Palazzo della Civiltà Italiana in the Roman district of EUR. Costanzi created luxurious and at the same time noble-restrained interiors in the hotel, relaxing, and conducive for relaxation in a private and comfortable atmosphere. Guests are greeted by the reception desk, resembling an art object: it is composed of several rectangular marble blocks. In this composition, Costanzi used calacatta and favaquir marble, as well as the red and white lepanto rosso variety, which serves as a leitmotif in the decoration of the entire palazzo: they, for example, lined the main staircase and most of the doorways in the building.
Guests then enter the lounge, which resembles a cozy living room, decorated with great love for the author’s design. Here you can relax by the fireplace on the phantasmagoric sofa Cipria The Campana Brothers or on hans Wegner’s vintage Shell chairs, flipping through sumptuous art albums arranged and laid out on racks. The decoration is a ceiling lamp from Lindsay Adelman, vases from Pia Wüstenberg, and art objects from the collection of the fashion house, including, for example, a sculpture by the Italian duo Formafantasma. The hotel also has a second, more intimate lounge, located inside a glass room cube. There is a sofa and two club chairs, disposing to tete-a-tete conversations.
The area of the rooms varies from 35 to 60 square meters, and they all have different layouts. The interiors are designed in a very calm, warm creamy-beige scale with contrasting inclusions of Bordeaux. The floors are lined with the massive oak board, the walls are lined with travertine panels. Most of the furniture is custom-made by Fendi Casa. Each room has a mirror from Gio Ponti, a carpet by Jan Kata, and on the walls, are black and white photographs of Roman fountains by the permanent art director of Fendi Karl Lagerfeld. Above the beds in the glass cases are fur art panels by Fendi. Bedrooms are separated from living rooms by glass partitions, in which flat rotary TV screens are mounted – so that they can be viewed both from the living room and from the bedroom side. The bathrooms are decorated with travertine and all the same lepanto rosso marble.
Palazzo Fendi is located in the city palace of the XVII century, once owned by the ancient patrician family of Boncompagny, one of whose representatives was Pope Gregory XIII. The fashion house bought this palazzo in 2004, and here for a long time was its headquarters. Now, after an 18-month restoration, on the first floor, there is the largest Fendi store today (with an area of about 1000 square meters), its design was handled by a French-Japanese designer. Gwenael Nicolas. There is also a fur studio where you can personally see how masterpieces from Fendi are born: eight masters work in front of visitors. On the second floor, there are three-room apartments intended only for VIP clients of the brand. Their design was handled by a design duo Dimore Studio. A boutique hotel opened on the floor above, and on the top floor, there is a Japanese restaurant from the famous London chain Zuma, which can only be reached by appointment.
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