as one of the planet's leading urban hubs, london boasts a vibrant and constantly evolving retail scene that's rivalled by very few. start-up labels, premium brands and discerning fashion houses, they all vie for a well-positioned piece of real estate for maximum exposure of their offerings. on top of its game, fendi has secured a prestigious new spot on new bond street in mayfair. the italian luxury brand occupies three floors of a 19th-century building with a flemish-style brick façade. a funnel-shaped blue murano glass chandelier connects the airy, three-floor store, filled with bespoke artworks and design pieces by renowned artists such as marc newson, maria pergay, thierry lemaire and humans since 1982. on the ground floor shoppers find fendi's signature baguette wall, an installation sprouting 30,000 shiny bronze rods that ensconce the must-have bags. right behind it the selleria room and the made-to-order salon are situated where fendi master artisans are able to personalize any purchased item.
up on the first floor the women's ready-to-wear, accessories and watches are presented, in addition to a special fur room. in the basement fendi's new men's retail concept makes its global debut, showcasing the entire men's product range. to celebrate the store opening the luxury brand asked a number of celebs from the fashion and art world to personalise the peekaboo, one of the brand's most iconic handbags. they're cuurently on display at the store, but will be auctioned in aid of british children's charity kids company. the flagship store opening party ranked high on london's social calendar, and was hosted by creative director karl lagerfeld, director of accessories silvia venturini fendi and c.e.o. pietro beccari. they mingled with london's fashion in-crowd and other guests, first for a cocktail at the store and later on for dinner across the street with only the brand's inner of inner circles. location: 141 new bond street [mayfair].