FF Showroom

Creative team

Gabriele Chiave, Danilo Fabozzi, Joanna Zoltowska

Controvento and Fendi Casa celebrated Milan Design Week 2024 by transforming the Fendi Casa showroom at Piazza della Scala with an unprecedented inter­pretation of the FF logo.

The iconic FENDI logo is a signature of the Maison, born from the vision of Karl Lagerfeld in 1965, and now it was 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. The FF emblem was more softened and reimagined and formed an all-over cutout pattern on panels that were placed both free standing within the space and the window displays.

Shades of white dominated the space, while the all-over FF logo panels transpa­rently delineated the interior, creating an environment of light and purity, where the creativity of the new collection took centre stage.

The FF panels provided glimpses of the area beyond, guiding visitors along a curated path. Complementing the layout, ethereal white curtains draped the space, invoking the serene ambiance of a museum exhibit. A game of shadows and light immersed the showroom in an elegant, fresh and ethereal environment. The collection that took centre stage, introduced a new chapter of the FENDI Casa journey where design pieces gained further depth, following the ongoing dialogue between creativity and craftsmanship that has always distinguished the Maison: impeccably elegant yet with a touch of eccentricity and irony.

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