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Fendi Pops Up in Soho

The fashion house sets up a temporary location on Greene Street

Italian luxury brand Fendi has opened a six-month-only concept store “#fendisoho” at 122 Greene Street. “This pop-up will contribute to giving a fresh energy to the brand and will offer the opportunity to reach a young, cool clientele in a unique and surprising environment,” explains Pietro Beccari, Fendi’s chairman and CEO.

The 640-square-foot space will offer one-of-a-kind products and store exclusives with rotating themes like Fun Fur and Petites. Parquet floors (and colorful floor coverings), rich velvet furniture, a grand chandelier and natural brick walls set the scene for super cool vending machines with splashy neon signs to show off current merchandise.



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