A L U M I N I U M
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ALU MIN IUM
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ISS UE - n° 30 - 202 2 - € 10
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The list of illustrious brands that have written the story of Made in Italy flair and expertise includes Fendi, one name that occupies a privileged position, embodying creative excellence - now in the field of home design, too by Marta Bernasconi - ph. Courtesy of Fendi
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“Timeless products that continue to aesthetically inspire and amaze the final user. It’s the recognisability of uncompromising quality, an obsessive search for beauty even in less obvious details”. This is luxury as interpreted by Alberto Da Passano, CEO of FF Design
R
ome 1925: Adele and Edoardo Fendi open a fur and leather shop. Its immediate success marks the beginning of a rich creative journey and an uninterrupted series of dazzling achievements, building an iconic heritage that now also
includes contemporary furnishings. “Fendi was the first brand to take the decision to diversify by creating a home furnishings line, collaborating with famous designers and architects as well as emerging talent with different aesthetics and backgrounds. Diversity is a key element for the brand and the Fendi Casa collection”, says Alberto Da Passano, CEO of FF Design, the company handling development of the Fendi Casa brand. “Design is the cultural and technical legitimisation of our products. Our development includes a mix of designs and techniques, materials, shapes and our brand’s decorative taste. We draw a great deal of information from its heritage, which is alive, full of energy and is passed on through eclectic interpretation and constant development”. The new Fendi Casa collection reinterprets Fendi’s typical stylistic codes through the heterogenous vision of a range of very different designers selected by Silvia Venturini Fendi, an approach that seeks uniqueness within same stylistic frame of reference and responds to the requirements of the high end of the market. “On the one hand globalisation has caused a sort of worldwide uniformity of taste by creating a style we could call cosmopolitan, but today’s clients are looking for quality, which is more than ever the determining factor in purchasing choices. Every brand has its own unique, particular vision in the market where it operates. Fendi Casa’s aim is 147
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to translate the originality, desirability and authenticity of
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the elements that define the brand through a collection of
has
products that are aesthetically recognisable but extremely
coll
functional”. The perception of the value of the brand’s
Alu
creations emphasises its uniqueness, the high quality of
Arg
the materials used, the artisanal manufacture and the
Geo
opportunities for personalisation. “Personalisation has
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always been an added value for Fendi Casa”, says Alberto
also
Da Passano. “Maybe because of the unbreakable link with
Col
its cultural heritage, which is rooted in the fashion world.
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That’s why we believe it’s crucial to enable clients to buy products that can adapt to every requirement and need”. And involvement in the nautical world is a further push towards working in this direction. “In the past Fendi Casa has worked with great names in the industry, including Lürssen and Benetti, partly thanks to the company’s inhouse interior design department, which creates unique, high-quality designs. We want to continue this kind of collaboration. At the moment we’re receiving many requests for large projects”.
www.fendi.com/cz-en/inside-fendi/fendi-casa 148
Production using expertise and prestigious materials adds even more to the development of Fendi Casa collections. The brand is now heading a joint venture between FF Design and Design Holding, a global group bringing together front-rank names from the world of high-end design
e collaboration with the Studio Palomba
s led to the creation of a number of
lections. This page, sunbeds from the Argo
u line (an aluminium version of the previous
go Wood) and left, the relaxed layout of the
orge Collection.
e long-established collaboration has
o resulted in new creations like the Leaf
llection, inspired by flower petals (photo
t, bottom)
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