Fendi has opened a flagship store in the heart of Sydney, on the corner of Elizabeth Street and Market Street in the exclusive Queen’s Club heritage building. The boutique is the first flagship from the fashion giant to bring a taste of Italian luxury to Sydney.
Spanning 255 square metres, the boutique seamlessly blends the golden opulence associated with Fendi’s style with Art Nouveau. Outside the boutique, the golden walls and warm lights draw the eye towards the large windows displaying the gorgeous abundance of women’s and men’s clothing, accessories and leather goods from the latest Fendi collection.
Inside the boutique, the aesthetic is remarkable. Marble flooring and columns combine the history of the Queen’s Club heritage building with the champagne and golden tones and LED lighting characteristic of Fendi. When walking into the boutique, the eyes are immediately drawn to the Magic Cube. The Magic Cube resembles a crystal box made of gold polish glass that shimmers under the lights drawing attention to the exemplary Peekaboo bags currently on show.
Founded in 1925 by Adele and Edoardo Fendi, Fendi is one of the world’s greatest luxury fashion brands. It all started with a small handbag shop in the Piazza Venezia in Rome. The Fendis’ soon expanded, adding a fur workshop in 1926; this has become the basis of their material tradition in furs and leather.
In the 1960s, fur was starting to fall out of popularity, and Fendi needed a new designer to bring the Maison into the new decade. Come 1965, and a young Karl Lagerfield begins collaborating with the Maison.
Karl Lagerfield was revolutionary for Fendi. His creativity and experimentation with furs propelled the Maison into the realm of luxury Italian fashion houses in the 1980s. He designed the iconic double F logo that lines many of Fendi’s bags, accessories and clothing. His era as artistic director established Fendi as innovative and creative in fashion, especially in the treatment of furs.
Fendi is a favoured brand among celebrities and high-society with celebrities such as Madonna, Julia Roberts, Rihanna, Jennifer Lopez and the Kardashian family. In 2020 the role of artistic director was taken over by British designer Kim Jones.
The expansive boutique also contains a VIC (Very Important Customer) room in the Art Nouveau style, floral carpet and bamboo displays. If you can’t wait to view the glorious splendour of the flagship Fendi boutique, you can take a virtual tour of the boutique at https://queensclub.fendi.com/. The stunning combination of Art Nouveau with the illustrious Romanesque style of Fendi’s roots brings the affluence of Italian luxury to the streets of Sydney.