As of July 31st, Fendi is officially set to transform a section of the Selfridge space previously occupied by AF Vandevorst, Michele Lamey, and Gareth Pugh. The Fendi Kiosk will include more than a fashion store, it will also include a gelato stand, an old-fashioned photo booth, and a calligrapher who will be working to create personalized postcards. The gelato isn’t just any gelato though, it is from Steccolecco. Steccolecco is a top-tier, high-class gelato company which was founded in Italy. This unique partnership will be the first time that the gelato is available to consumers and will feature the famous FF logo.
Silvia Venturini Fendi, the brand’s Creative Director, and Karl Lagerfeld have recently been featuring the FF logo throughout the brand’s recent collections. Celebrities have been enamoured with the new FF logo collections and are looking great. One celebrity, Nicki Minaj, rocked the FF logo on a jacket and panties in her new music video ‘Chun Li.’ Bella Hadid was also seen looking spectacular in a black and gold FF logo zip-up, with black jeans, black boots, and an over-sized purse.
Hailey Baldwin, Rita Ora, and Kourtney Kardashian are also sporting the logo in their personal lives. The FF logo has been a part of major pop culture moments, including when Rita Ora performed last May in London, dressed head to toe in the FF logo. Fendi is enjoying their period of resurgence and who can blame them?
The unique retail installation of Fendi’s pop-up kiosk at Selfridges in London embraces an open-air market concept resembling one that can be found in a Roman Piazza. The Italian brand envisioned recreating the traditional Roman piazza, and that generated the idea to include the Steccolecco gelato. Steccolecco is known for its all-natural ingredients and is now making a huge Fendi debut in the Corner Shop at Selfridges. While not everything is featured around a gelato popsicle engraved with the Fendi logo, there are readily available for customers to enjoy.
For one month, you can grab your FF emblazoned gelato and enjoy finding ready-to-wear pieces and accessories, including a large variety of bags. With a number of events lined up such as an old-fashioned photo booth, personalized postcards, colorful balloons, family-fun activities, and of course the delicious gelato stand, there is no reason not to stop by the Corner Shop at Selfridges in London. The personalized Fendi postcards come in seven different designs, all of which were inspired by the history of the FF logo. A calligrapher onsite can add a message and mail the postcard wherever the customer desires.
Other brands such as The Rolling Stones and AF Vandervorst have also begun popping up in the Corner Shop. Selfridges inaugurated the space last year with a corner shop and had been asking brands and designers to put their own designs on London tourist memorabilia.