The interior has been set up as an amusement park, but one with props that reference the Italian homeland and brimming with coveted gifts. And with so much room available, Fendi couldn't but pull out all the stops. As for props, a true eye-catcher undeniably is floral artist Makoto Azuma's giant tree with fur blooming branches which is suspended within the atrium space.
A single run cast concrete staircase descends into the 183 square-metre basement and lands to face the back focal point of the store. This positioning subtly encourages a journey around the space, allowing you to fully explore key collections before arriving at the fitting rooms.
Using raw and industrial materials like spruce pine, concrete and untreated steel - with clean white finishes elsewhere - sfd designed a contrast between the interior’s starkness and the vivid shopfront.