By Vanessa Ng

All Things Bright And Beautiful: Inside The New Fendi Flagship In Seoul

The luxury house gives downtown Seoul a dose of Roman luxe
Photo: Courtesy of Fendi

The streets of affluent Cheongdam-dong have welcomed another luxury flagship. Seoul’s largest luxury retail hub is now home to the Fendi Palazzo Seoul, a four-storey standalone that fuses the maison’s Roman heritage against the backdrop of the downtown Seoul.

Designed by its in-house Fendi Architecture Department, the flagship is a confluence of tradition and experimentation. Clad in geometric cuts of stainless steel and floor-to-ceiling glass windows, the storefront is adorned with LED arches recalling Fendi’s headquarters in Rome.

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Photo: Courtesy of Fendi

The modern interpretations of Fendi’s Roman roots continue within the boutique. Opulent minimalism is highlighted, as Brutalist design principles are subverted with the house’s signature luxe treatment. Rough cement beams are juxtaposed with lush champagne metal, marble, and steel, reiterating Fendi’s spirit of dualism. Inside, find four unique marble types in distinct palettes which demarcate each floor of the 750sqm facility, and a curated mix of contemporary luxe furnishings—like custom made bronze display tables by designer Roberto Sironi, and Mirror artworks by artist Fernando Mastrangelo.

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Photo: Courtesy of Fendi

Palazzo Fendi Seoul will house both women’s and men’s ready-to-wear, along with fur collections, shoes, accessories, leather goods, and home accessories across four levels. At the loft level, the exclusive Fendi Privè area welcomes VIP clients to the Art de la Table collection. Lavishly set with stainless steel panels, Fendi Casa plush furniture, and a luxurious skylight, the room is filled with natural luminescence.

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Silvia Venturini Fendi, Kim Jones, and Delfina Delettrez Fendi at Fendi Palazzo Seoul. Photo: Courtesy of Fendi

By 2023, the flagship will attain the prestigious LEED sustainability certification, after achieving goals such as reducing the consumption of water, energy, and building materials.
Fendi Palazzo Seoul is located at 442 Apgujeong-ro, Gangnam-gu, Seoul, South Korea.