Fendi sets up shop in Selfridges with flower artist Azuma Makoto.
Fendi’s SS16 collection foregrounded floral applique, which bloomed (cough) on dresses, outerwear and most notably bags. Now, it’s the latter’s turn to take centre stage in the Italian brand’s latest venture: a ‘Flowerland’ pop-up shop in Selfridges, created in partnership with Japanese flower artist Azuma Makoto.
Inside the pop-up shop, you’ll spot a three-wheeled ‘Ape’ mini truck – an Italian icon – bedecked in SS16 floral motifs. Makoto, who’s collaborated twice before with Fendi, will display his original flower bouquets both on bags and inside bottles. Make it to the first two weeks of the event? You’ll be privy to the live creation of these unique floral bottles by an artisan from Makoto’s studio.
In celebration of the event, Fendi’s got a pre-launch to tempt you: new bag styles ‘Peekaboo’, ‘2Jours’ and ‘3Jours’ will drop, featuring leather and Plexiglas floral motifs. What’s more, there’s two European exclusives in summery scarlet: a mini ‘Peekaboo’ and a ‘3Jours’. Further bags and Strap You accessories available at the event can be customised by a unique Flowerland stamp, in case proceedings weren’t already exclusive enough.
The pop-up shop will run from May 16th 2016 to June 19th 2016 in Selfridges’ designer galleries. Hoping to absorb a bit of nature this summer? Why risk a drizzly trip to the park when you can luxuriate in Fendi florals instead?
Words: Emily Dixon