FENDI FEST: Fendi has become the latest brand to stage a takeover of Selfridges’ Corner Shop, filling the space with logo bags and clothing, colored balloons and family-fun activities in the spirit of an open-air market.
The Italian brand wanted to re-create the traditional Roman piazza — in holiday mode — which explains the Steccolecco ice cream stand selling double-F logo popsicles. Steccolecco, which is known for its all-natural ingredients, is making its London debut in the space.
Visitors can also send a customized Fendi postcard directly from the space. There are seven different postcard designs inspired by the history of the FF logo and an onsite calligrapher can pen a message and mail it anywhere in the world.
The Fendi kiosk at Selfridges’ Corner Shop in London.
There are a retro photo booth — like the kind from an old funfair — and colored balloons everywhere. Giant, inflatable, special-edition FF logo balloons in blue, red and white will be distributed for free, in limited quantities, twice a day.
Clothes and accessories include pre-launch pieces such as sweatshirts with the Fendi/Fila logo by Hey Reilly, which made their debut on Fendi’s women’s runway in February.
The large Mon Trésor bag in leather and shearling is also in stock,