MILAN — “In the first months since opening, this Cannes flagship is recording solid performances in line with expectations, quickly establishing itself as a point of reference in the destination,” said Andrea Gentilini, chief executive officer of Luxury Living Group, which oversees the Fendi Casa business.
The brand’s unit that opened last fall on 50 Boulevard de la Croisette marked the first Fendi Casa flagship in the French market and a key step in the firm’s development plan for the category and its global expansion.
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Gentilini underscored how Cannes “naturally embodies the brand’s values: an iconic destination, an international crossroads and a hub for art, fashion and design” and enthused about how it’s generating “significant traction, attracting both local customers and the international audience that thrives on the French Riviera.” Such a mix “allows us to engage with a sophisticated and discerning consumer, perfectly aligned with the Fendi Casa positioning,” he added.
Standing next to the Fendi boutique that opened in 2024, the new 3,800-square-foot space introduced a new interior concept reinforcing the synergy between the brand’s fashion and home design arms. It was conceived by the architecture teams of Fendi Casa and Fendi under the creative direction of Silvia Venturini Fendi, the Roman house’s honorary president.
Travertine marble dominates the space with its veined effect rendered in delicate shades for the walls and flooring, or enriched with the backlit FF logo for a bolder outcome. A VIP room is clad in American walnut boiserie, while the display windows feature tubular LED elements echoing the concept of the adjacent Fendi store and creating a stylistic unity between the two spaces.
“The choice of this location, in the heart of the Croisette, and in continuity with the Fendi boutique, mirrors the desire to maintain a presence in contexts highly consistent with the idea of a sophisticated and contemporary luxury,” Gentilini said.
The product offering was conceived with the same approach. The unit carries key Fendi Casa products, including the Groove & Groovy armchair designed by Toan Nguyen; the Five sofa by Marcel Wanders; the Peekasit seating system designed by Controvento and inspired by the brand’s signature Peekaboo bag, and the F-Affair reinterpreting the double-F logo in an eclectic modular sofa, to cite a few.
Gentilini noted a dual preference for the collections. “On one hand, furnishings and complete interior design solutions; on the other, a growing focus on more immediate and versatile furnishings and accessories, which are particularly appreciated by international customers,” he said.
“The opening has reinforced several key findings: the consistency with the brand’s aesthetic and value codes, along with synergy with its fashion universe, represent key levers in terms of desirability and conversion,” the executive continued. “Feedback on the collections confirms a strong alignment with local tastes, especially regarding materials, color palettes and designs which are attuned with the Côte d’Azur lifestyle.”
Given the positive response, the brand has just quietly planted another flag in the market with this month’s soft opening of a Fendi Casa unit in Paris. Located at 18 Avenue George V, in the 8th arrondissement, the store’s official opening is slated for later this year.
The company — which is present worldwide through a network of monobrand boutiques, select retail partners and dedicated interior decoration services — is also focusing on the U.S. for its expansion. Gentilini revealed that Fendi Casa is slated to open flagships in New York and Los Angeles by the end of the year.
The Roman house founded by Adele and Edoardo Fendi was a pioneer in the home segment, which it introduced in 1987. Fendi unveiled its first collection of Fendi Casa Furniture in 1988 with Alberto Vignatelli, who founded Luxury Living Group in the 1980s, and over the years, Venturini Fendi has worked with designers on several collections, building a relationship with the likes of Cristina Celestino, Chiara Andreatti and Peter Mabeo, to name a few.
As reported, Fendi Casa returned to be developed by Luxury Living Group last year. Fendi originally terminated its agreement with Luxury Living Group in 2021, when the brand and Flos B&B Italia (formerly Design Holding) formed Fashion Furniture Design, or FF Design, to develop the Fendi Casa business.
Part of the Haworth Lifestyle Group, Luxury Living Group acquired full ownership of Fashion Furniture Design SpA, adding production and distribution rights for Fendi Casa products to those of other luxury brands in its portfolio, such as Versace Home, Dolce & Gabbana Casa, Trussardi Casa, Bentley and Bugatti.
Looking ahead, Gentilini said the company will focus on accelerating Fendi Casa’s growth. This will entail also strengthening its presence in the booming business of branded residences via real estate developments, including a project in Aventura, Fla. Called Avenia and created in partnership with real estate firm Vertical Developments, the waterfront luxury complex is to include 22 residences overlooking the Southern Florida coast. It’s slated to be completed by the first half of 2027.
This is not the first residential venture Fendi Casa has spearheaded. Other units include Fendi Private Residences in Crans-Montana, Switzerland, and the Podo Private Residences in Seoul, featuring interior design provided by Fendi Casa in collaboration with architect Dominique Perrault. In 2024 the Italian brand unveiled the creation of two luxury penthouses crowning the sculptural Jem Private Residences tower in Miami, which marks developer Naftali Group’s debut property in the city. Dubbed Jem Sky Villas, the development of the penthouses is projected to be completed by the end of 2027.
Luxury Living Group is in the throes of realizing residential projects for other of its brands as well, such as Bugatti Tower in Dubai, the Bentley Residences in Miami and two Trussardi Residences in Dubai.