Fendi Palazzo Seoul

architechu

Originally planned for the 1940 Exhibition in Italy, the building known as 'Palazzo della Civiltà Italiana' was designed by Giovanni Guerrini, Ernesto La Padula, and Mario Romano. Despite its turbulent history due to political circumstances, it is now better known as the headquarters of Fendi (since 2015). Its structure, comprising neatly aligned arches across four sides, provides a psychological sense of stability to viewers, akin to the peculiar satisfaction of peeling the lid off a yogurt in one go. Fendi's reinterpretation of the building's facade pattern has led to the opening of a Fendi flagship store in Korea, mirroring a similar space in Tokyo. The exterior of the Korean location, adorned with clean arch-shaped neon signs within its glass façade, subtly obscures the building, echoing the veiled appearance of the original structure. Embodying rationalist architectural forms with a contemporary twist, the materials used offer a contrast to the original headquarters. Inside, the beauty of the marble floors catches the eye, with each floor differentiated by the color of marble used, reflecting its unique character. The store spans from the first to the fourth floor, with a private VIP room on the top floor, accessible only by elevator, emphasizing a distinction in customer movement within the space. The collaboration of the blue marble floors and the light penetrating from the sky above creates a strangely beautiful atmosphere, enhanced by the Fendi products elegantly placed around.