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Fendi opens new Sloane Street store

Fendi has opened a new 4,700 sq ft flagship store on London’s Sloane Street.

Split across two levels, the store is modelled on a 1960s Roman apartment, and features vintage furniture and contemporary art pieces.

The ground floor houses women’s accessories and bags, which are displayed on thick brass and Plexiglass shelves and back-lit with a parchment effect.

The stairs to the first floor have been designed to have a cocoon-like feel, and have double-height mohair and velvet wall linings.

The first floor is divided into two parts for the brand’s menswear and womenswear clothing collections.

The store also has a made-to-order bag and fur service.

Pietro Beccari, chairman and CEO of Fendi, said: “[the interior designers] Dimorestudio have perfectly translated our codes into an ideal Fendi apartment in London, such an iconic destination for luxury, culture and design, as well as a very important market both for local and international clients.”

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