Fendi figures out how to translate its luxury roots into a language millennials speak


Fendi's new SoHo pop up store is inspired by an amusement arcade and vending machines

by 09 July 2014

SoHo is a great favourite with New Yorkers and tourists alike who come back time and time again for its upscale boutiques.

However, unlike its uptown counterparts, the Roman luxury house has opened a one-of-a-kind concept store at 122 Greene Street. Its 630-square-foot store interior is inspired by an amusement arcade and features merchandise shown in customised Fendi vending machines, where handbags dangle from mechanical claws.

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The studio apartment size pop-up store's with its flashy neon signs #fendisoho, exposed brick walls, original parquet floor, colourful octane carpet and chandeliers all capture the neighbourhood feel. Furniture pieces are made in iron and brass with a natural vintage finish balanced by light-coloured and refined leathers and silk velvets.

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An exclusive element is a special space dedicated to one-of-a-kind accessories; unique pieces that clients will be able to find only there. 

The pop up store opened this month with its first theme “Minis” with several small versions of such Fendi handbag styles as 2jours, Peekaboo and Selleria.

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Each month until December 31the pop up store will highlight a different theme.