Fendi’s First Hotel: Inside Rome's New Fendi Private Suites
ByLee Marshall on June 23, 2016
The fashion brand opens a seven-suite residence within its Palazzo Fendi, in Rome.
A guest needs to be sharp to spot the brand fingerprints on the decor of the Fendi Private Suites hotel on the third floor of Palazzo Fendi, a recently restored 17th-century villa that bookends Rome’s Via Condotti fashion strip to the west. The eagle-eyed will recognize Fendi in the abstract artworks (Rothko-like arrangements of the fashion house’s fur samples) and in beds, side tables, and other Fendi Casa items discreetly scattered among contemporary and vintage design pieces by names such as the Campana brothers and Gio Ponti.
Overall, this urban refuge, designed by Italian architect Marco Costanzi, feels like the spacious apartment of a Roman art collector rather than yet another fashion hotel. Fendi CEO and chairman Pietro Beccari points out that the maison’s codes are subtly embedded in elements like “geometry, dualism, color blocking, and, of course, materials and craftsmanship,” but that the effort was made to create “an intimate space, a homey feeling.”
Palazzo Fendi also now houses the LVMH-owned company’s flagship boutique and fur atelier, as well as a private apartment for VIP clients designed by in-demand Milan-based partnership Dimorestudio. The top two stories are given over to an outpost of German chef Rainer Becker’s Zuma restaurant and a rooftop bar. For Beccari, Palazzo Fendi is not just a multitasking retail, hotel, and restaurant space but “the incarnation of our sense of aesthetics. It’s a game changer for us.” Rooms from $770, Via della Fontanella di Borghese 48; 39-6/9779-8080; fendiprivatesuites.com.