FF Showroom

Creative team

Gabriele Chiave, Danilo Fabozzi, Joanna Zoltowska

The iconic FF motif from FENDI, a signature of the Maison, takes on a fresh evolution as it's reimagined by Controvento for Fendi Casa. 

During Milan Design Week 2024, the Fendi Casa showroom at Piazza della Scala was transformed with an unprecedented interpretation of the FF logo. The FENDI logo was born from the vision of Karl Lagerfeld in 1965, and now it’s reinterpreted and developed by Controvento together with Silvia Venturini Fendi. The design of the artistic installation metaphorically moved from the outside to the inside of the showroom, revealing a minimalist setting inspired by the aesthetics of a contemporary art gallery. Softened and reimagined, the FF logo formed an all-over cutout pattern adorning free-standing panels within the space and window displays. These panels provided glimpses into the space beyond, guiding visitors along a curated path framed by ethereal white curtains. A game of shadows and light immersed the showroom, creating an environment of light and purity. 

The journey of the reimagined FF motif by Controvento continues, taking centre stage in the new setup at the Fendi Casa Miami showroom.

This space showcases a collection that debuted at Design Miami 2024, blending cult classics with never-before-seen interpretations of iconic Fendi codes. Functional everyday pieces challenge conventions, seamlessly merging heritage with modernity. Among the designs are the FENDI F-Affair sofa, Blow Up sofa, and Peekasit sofa by Controvento. Enhancing the showroom, the iconic FF panels by Controvento introduce an architectural element to the space, creating a sophisticated dialogue between light and design.

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