Fendi Arrives in Munich with a Flagship

Munich may be just like other European cities – a city that is rich in heritage and history with ample juxtaposition of modern and new architectural wonders.

Hosting 1.5 million residents, Munich is the third largest city in Germany and visiting Munich without some splurging at the Maximilianstraße – one of the city’s four royal avenues and well-known shopping strip – will render your trip incomplete.

Home to several haute names in fashion such as Versace, Louis Vuitton, Chanel and Dior, just to list a few, Maximilianstraße recently welcomed Fendi, an eminent name that is synonymous with lush furs and iconic accessories into the luxurious neighbourhood. 

The first to be opened in Munich, the new Fendi store is ensconced within a 19th century building with 365 square meters of space, spanning over two floors and has been open for business since February.

Just like any other Fendi flagship boutique around the world, the store caters to the desires and needs of every discerning Fendi fan with lavish offerings of ready-to-wear, handbags, shoes, accessories, furs and watches. 

To commemorate the opening, Fendi has created a kooky object of desire, which is the “Funich” bag bug. Available exclusive to the Munich store, only 50 pieces are made.  

A dedicated area for made-to-order goods allows Fendi fans to create their favourite iconic handbags, be it the classic Baguette or the constantly chic Peekaboo according to their own preferences, while the VIP room allows important customers to shop without interruption. 

To celebrate the advent of Fendi’s first store in Munich, creative director Karl Lagerfeld, Silvia Venturini Fendi (the accessories creative director who gave us the iconic carriers Fendi are known for) and Pietro Beccari, CEO and Chairman of Fendi flew into the city to host the opening event. 300 guests were invited to the exclusive cocktail event with guests receiving personal welcome from the hosts. 

Amidst champagne and delicious gourmet offerings, the VIP guests marvelled at the store’s luxurious ambient and interior design while perusing the Fendi’s spring/summer 2014 collection as well as the made-to-order corner and the VIP room. Of course, most guests were spotted toting their favourite Fendi carriers at the event.

Apart from that, fans of the iconic Baguette were also treated to a unique display of a Baguette bag interpreted through the perspective of Japanese artist Hiroshi Senju. 

Known for his large scale waterfall paintings, Senju primarily uses traditional Japanese painting techniques by employing pigments derived from natural materials. 

He then applies them to a specially designed mulberry paper. Oftentimes, Senju prefers his paintings to be viewed under natural light rather than the dimly lit, tatami-mated rooms.

Later, they were whisked away to the Haus der Kunst via BMW shuttle service for the exclusive opening of “Glory of Water” photography exhibition. 

Presenting an exciting series of photographs of Roman fountains in Rome, photographed by Karl Lagerfeld, the exhibition also features a restored version of “Histore D’Eau” (Story of Water), a fashion film produced by Fendi in 1977 and a corresponding tome of the same name, published by Steidl-Verlag. The exhibition ended on March 25, 2014.

Thus, if you happen to be in Munich for work or holiday, do not forget to clear your schedule and treat yourself to some Fendi loving at Maximilianstraße. 

*Photos courtesy of Fendi

Fendi - Maximilianstraße 12-14, 80539 Munich


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