CHINA. Fendi has inaugurated a major 170sq m store in partnership with China Duty Free Group (CDFG) at the CDFG Sanya International Duty Free Shopping Complex.
The enhanced store, opened on 1 August, is an expansion of the former Fendi boutique. The revamped presence features the luxury brand’s latest Autumn/Winter 2021 women’s and men’s collections.
“Fun isn’t always just about bright colours. It can be about really luxurious self-indulgence, which pleases the person wearing it more than anyone else.” – Kim Jones
CDFG said that the renovation of the Fendi boutique marks a new chapter in its cooperation with the world-renowned, LVMH-owned luxury brand. The opening also demonstrates a constant deepening of its relationships in the key luxury sector, the retailer said.
The lure of luxury: Fendi welcomes visitors to CDFG Sanya International Duty Free Shopping Complex via this bright and alluring exterior
The redesigned boutique is highlighted by a striking façade – bright and transparent with brushed metal frames – which offers an alluring view inside the store.
The interior reflects the maison’s DNA and design codes with a stellar display, crafted with a handmade 3D plaster featuring a declination of the famed FF logo.
Kim Jones’ Ready To Wear Autumn/Winter 2021 collection for Fendi offers a new chapter for the house, presented through an homage to its key codes and the women who have enshrined its legacy.
Drawing upon the femininity and savoir-faire which has long defined the Fendi name, the boutique is designed to offer a celebration of extraordinary Italian elegance viewed from a new perspective.
“Fun isn’t always just about bright colours,” says Jones. “It can be about really luxurious self-indulgence, which pleases the person wearing it more than anyone else.”
In addition to the ready-to-wear series, Fendi has also introduced a new handbag series and jewellery series. Within the Fendi First series, which has made its debut at the same time, new silhouettes are presented through the Fendi Touch shoulder bag, while classics like the Peekaboo, Baguette and Sunshine Shopper are seen from a new perspective.
New jewellery is also introduced for the house, including Fendi O’Lock, which evolves the Fendi logo into graphic modernity through its carabineer form. Each detail is designed to directly reflect the “empowered sensibility” of the Fendi woman.
CDFG said that the renovation of the boutique reflects the company’s ability to keep pace with the brand’s own development. The company is committed to providing consumers with a cutting-edge and comfortable shopping experience, CDFG noted.
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