ROMA – LA NUOVA CASA FENDI

After the renovation of the Trevi Fountain the liaison between Fendi and the city of Rome has been reinforced by the inauguration of the new headquarter at the Palazzo della Civiltà Italiana, one of the most famous building of the Eternal City and an architectural icon of the 20th century.

Starting from October, 22nd, after an impressive requalification project, the so-called Square Colosseum lives a new life, or better still, its first real life because since the completion of the construction the palace has almost never been used before.

Conceived in 1937 by architects Giovanni Guerrini, Ernesto Bruno La Padula and Mario Romano, the building was inaugurated, although incomplete, on November 1940 as the centerpiece of the International Exhibition of 1942. The outbreak of the Second World War meant the renunciation of the Exposition, while the finishes touching were still in progress. The building stood abandoned. Ironically the functional vacuum itself lent it a typical metaphysical atmosphere and emphasized, thanks to the bare cavities and the transparency of the volume, the outstanding modernity of the monument.

Thus the Palace became the most original display of contemporary Rome and a symbol of a new strength and immediacy of communication; a monumental structure that embodied the classic style but only in the nobility, in the magnificence of the figure and the dramatic effect, not in language. A new visionary classicism was born.

Fully lined in travertine, nowadays this openwork building appears as an established sign in the roman skyline. It will continue to write its own history thanks to Fendi that has chosen the Palazzo as its future headquarter transferring here all the creative industry districts, from the tailor’s shops and management offices up to the well-known fur atelier.

The raised ground floor of this magical maze is an exhibition space free open to the public, authentic homage to creativity, design, arts and craftsmanship of Made in Italy. The first exhibit, Una nuova Roma. L’Eur e il Palazzo della Civiltà Italiana, is a rich variety of paintings and drawings by the great protagonist of Italian Art of the Twentieth Century -such as Mario Sironi, Gino Severini, Enrico Prampolini, Francesco Messina- but also of original creations from the 50s and 60s by Pericle Fazzini or Giuseppe Capogrossi and images of excellent photographers like Gabriele Basilico, Mimmo Jodice, Fabrizio Ferri and Karl Lagerfeld.

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Palazzo della Civiltà Italiana
Quadrato della Concordia, EUR – Rome

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