August 30 2014

styledotcom Two things you should pair this weekend:

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EXCLUSIVE: Peep the Concept Behind Fendi’s Soho Pop-Up


As if we didn’t have dangerous shopping temptations in Soho, Fendi is adding to the retail Garden of Eden with #FENDISOHO, a new temporary shop that really pops. Open now, the concept store, located at 122 Greene Street, will run for six months, each of which will have a different theme. And of course, given this is Fendi, the store’s design is a playful take on the Soho spirit. A grand chandelier crafted from lightbulbs will illuminate the natural brick space, and merchandise will be displayed in ultrachic vending machines with splashy neon signs. Furthermore, there will be a gaggle of one-of-a-kind designs on offer. “#FENDISOHO provides a unique opportunity to present our creations in an intimate setting, highlighting the details and craftsmanship of each Fendi product,” Silvia Venturini Fendi told “The dedicated area for one-of-a-kind items makes #FENDISOHO an exciting shopping experience in one of my favorite neighborhoods in the world.”

In order to give you a better taste of Fendi’s new fantasyland, we bring you a short film (the first in a series of three) that demonstrates the mood of the shop. Cleverly, it’s based around the concept of a pop-up book. (Get it? Because it’s a pop-up shop!) Watch Fendi’s new flick above, and don’t forget to drop by the store, which is now open.

#FENDISOHO is now open at 122 Greene Street, New York, NY

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