FENDI announces the grand relocation of its Amsterdam Hoofstraat boutique.

With an unwavering commitment to innovation and style, the new boutique seamlessly fuses FENDI’s signature DNA and sophistication with Dutch heritage, resulting in a masterpiece of design that pays homage to tradition while embracing the future.

The new FENDI boutique is a 598 sqm highly curated mix of innovative architectural ideas, contemporary design pieces and artistic collaborations. Spanning over 3 floors, the boutique presents Bags, Shoes and Accessories from the Women’s Collection on the ground floor and Women’s Ready-to-Wear and Fur on the first floor. The full menswear offer is showcased on the lower ground floor of the boutique. For the special reopening, the FENDI Architectural Department embarked on an artistic collaboration with Dutch-based architect Gabriela Puig Solleile.

The pinnacle of this architectural and design collaboration can be seen in an awe-inspiring new façade. This collaborative masterpiece stands as a testament to FENDI’s ability to balance tradition with innovation, breathing new life into the historical heart of Amsterdam. Maintaining the legacy of the Fendi Amsterdam facade, characterized by classic Dutch bricks, FENDI has elevated this heritage by infusing it with a contemporary twist. Every element of the facade has been meticulously designed to create a visual symphony that dances with the city’s energy and transforms with the play of light. Inspired by the dimension of original Dutch bricks, the new facade introduces a new concept – the mirror bricks. Crafted with precision and care in Italy, these mirror bricks are a feat of design innovation. Their careful arrangement results in a remarkable play of reflection, capturing the street’s movement with a subtle distortion of reality. From every angle, the facade’s perception shifts, revealing different facets like a diamond. The facade is composed of two distinct levels: the traditional top layer, constructed with existing Dutch bricks, and the new plinth layer, an embodiment of contemporary identity. The mirror bricks of the plinth create an interplay between the physical environment and its reflection, forming a bridge between past and future.

Upon entering, visitors are greeted by a spacious ground floor exquisitely curated for women’s accessories, featuring a captivating juxtaposition of ribbed textile walls and rustic brick facades. Industrial metal column beams traverse the space, paying homage to the Dutch industrial legacy. Within the shoe section, stainless steel shelving elegantly contrasts with pequin plaster walls, creating an air of sophistication. The bespoke doors of the room stand as a fusion of artistry, a result of the collaboration between Solleile and the acclaimed artist Veronique De Soul. These doors showcase an intricate decorative rope motif by De Soul, adding an extra layer of visual intrigue. Throughout the space, walnut wood tables by Arno Declerq present a double functionality and they are used both as display areas for the accessories as well as coffee tables.

A walnut wood staircase graces the left side, embraced by a floor-to-ceiling metal alcove, seamlessly connecting the three boutique levels. This staircase, adorned with artworks by the Amsterdam-based artist and interior design studio Eline Baas, exudes a captivating blend of art and architecture.

Ascending to the first floor, the interplay between modernity and tradition keeps unfolding. Stainless steel walls harmonize with champagne-hued metal shelving units, while the Patagonia marble flooring is adorned with Solleile’s bespoke carpet creations, creating an atmosphere of opulence. A defining element of the first floor is a set of Canaletto doors that elegantly divide the expansive space into two purposeful rooms. The addition of two charming balconies adds to the allure of the space, providing patrons with intimate moments of reflection.

The fitting rooms on this level embody a refined fusion of elements. Canaletto wood walls coexist with mirrored ceilings and the softness of carpet flooring. Each fitting room is graced with a fur bench, available in both ivory and delicate pink variations to match the carpet flooring.

The lower ground floor is set for the macrocosm of menswear. Encapsulated within walls of earthy green and towering columns, a forest feeling creates an atmosphere of tranquility. Patagonia marble flooring continues in this space, connecting it to the upper level through the same architectural and design signatures of modernity and legacy.

Solleile’s collaborative efforts also encompassed the work of French artist and designer Olivia Cognet. Cognet’s creations, which included decorative art, such as ceramic totems and plant pots, were conceived as an extension of the architectural decisions underpinning the boutique’s relocation.

The new FENDI Amsterdam Hoofstraat boutique stands as a testament to the FENDI’s dedication to pushing boundaries, creating a space where history and innovation coexist in perfect harmony. The grand relocation is a celebration of fashion, culture, and design. The visionary facade and meticulously curated interior promise an immersive journey through FENDI’s legacy and the spirit of Amsterdam. It is an invitation to explore the intersection of tradition and creativity, where the past is reimagined for a dynamic and sophisticated future.

FENDI ASMTERDAM LOCATION
Pieter Cornelisz Hooftstraat 62-64
1071 BP Amsterdam, Netherlands