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December 23, 2014

‘Whispered Luxury’

Text by Shirin Mehta

Italian fashion House Fendi, dazzles at the December 2014 edition of Design Miami, presenting the Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome

  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    FENDI and Aranda Lasch Modern Primitives Design Miami 2010
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    Silvia Venturini Fendi, Sebastian Neeb and Elisa Strozyk in FENDI Collectors Lounge
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    Bookcase DIMORESTUDIO
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    FENDI Design Miami Craft Alchemy Inlay Commode
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    FENDI’S booth design at Design Miami
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    Design Talks Fernando and Humberto Campana
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    Britt Moran and Emiliano Salci
  • Roman Lounge, the interpretation of an ideal and contemporary Fendi apartment in Rome, Fendi, Italian fashion House, Design Miami
    FENDI Transformations by Maarten de Ceulaer Design Miami 2012 - 13

Great design cuts across disciplines. As if in demonstration, Roman fashion house Fendi collaborates with the Italian-based design duo, Emiliano Salci and Britt Moran, founders of Dimore Studio — created to cross the boundaries between art and design, fashion and architecture — for the December 2014 edition of Design Miami, presenting the design of the Roman Lounge. Salci and Moran offer the interpretation of an ideal and contemporary Fendi apartment in Rome, highlighting values they share with the House, such as ‘excellence, boundless creativity, mastery of materials, colour block, savoir-faire and beautiful craftsmanship’.

Set in a neutral atmosphere, the space showcases a selection of bespoke pieces underlining the bond between leather and fur workmanships, iconic Fendi materials and the Dimore Studio design approach. This collection comprises of a bookcase that plays with the colours of the horizontal light created along the walls of the space, a grand square table with two chairs called conversation pieces, a day bed in shaved mink and a carpet in shades of grey. A second lighting option is a vertical one from above.

“Dimore Studio established the collaboration with Fendi creating an unique ‘haute couture’ experience –according to Britt Moran and Emiliano Salci – based on the creation of objects that are not intended to be duplicated, unique pieces that can highlight the customisation necessary to express the true luxury in today’s terms of culture, quote and emotion,” states Silvia Venturini Fendi. “Their translation of Fendi…is truly distinctive, sophisticated, with a unique personality and a whispered luxury expressed through the details and the materials chosen, like mink, fur and Selleria leather, ‘contaminating’ fields and showing an approach very dear to us,” she adds.

The house of Fendi was established by Adele and Edoardo Fendi in Rome in 1925. In 1965, the collaboration with Karl Lagerfeld began and continues until today. Since 2008 Fendi is a partner with Design Miami, synonymous with quality, tradition, experimentation and creativity as the Roman Lounge aptly demonstrates.

Particulars: leather, fur, Selleria and precious leathers; visible craftsmanship; evolution in shape, harmonic materials and finishing; international aesthetic feel.

Neutral colours: asphalt gray, pearl, slate, lead and smoked glass.

Warm colours: chalky pink, lemon, sand, ivory, dark brown.

Finishes: glossy or oxidised brass, opaque black paint, walnut.

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