Cinema and Shopping : Fendi is making dreams come true

The first area of the show is the Snowdon and Fendi space, which acts as an introduction. It features the images of a photo session featuring the five Fendi sisters taken by the British photographer, which turn into a video animation, combined with a brief history of the brand

Four mannequins that reproduce Mangano’s unmistakeable profile and are dressed in the costumes featured in the film created by Fendi at the time

On the ground floor is the Amphitheatre zone, where visitors can watch the film created especially for the exhibition, shot at Cinecittà Studios

The Mapping Fendi area is where the special effects used in the cinema world and in the fur world combine in a film, for which a white fur is used as a screen

For the opening of a new flagship boutique in Milan(designed by Gwenaël Nicolas) Fendi timed another significant event – an exhibition dedicated to the long and passionate relationship of the brand with cinema which is impossible not to be proud of. A two-storey boutique, designed in golden tones and eclectic style has opened its doors on Via Montenapoleone,too.

Trade homage Making Dreams: Fendi and the Cinema opened just one block from the legendary street of boutiques – in the Teatro Manzoni, the world’s first panoramic cinema, the cradle Kinopanorama – unusually complex in the production format that emerged in the fifties of the last century, when the cinema was going through another “Golden Age”.

‘Cinema has always been an important part of our family life and our brand,’ says Silvia Venturini Fendi. ‘I remember as a little girl, film screenings were events in their own right. The cinema would enter our house, we would set up a white screen and the whole event would be met with a religious silence. We have worked alongside the greatest directors of yesterday and today, from Luchino Visconti to Wes Anderson, from Martin Scorsese to Giuseppe Tornatore, and we will continue to do so.’

“This exhibition will allow the visitor to discover the secret history of women within the context of visual art,previously unknown to the public” promises Silvia Fendi-Vinturini. Traditionally, she personally greeted at the opening guests like Catherine Deneuve and Ornella Muti .

The event was attended by several personalities from the world of fashion and film: the model Cara Delevigne, Anna Dello Russo, Delfina Delettrez Fendi, and many others.

Antoine Arnault, Silvia Venturini Fendi, Catherine Deneuve, Pietro and Elisabetta Beccari

Cara Delevingne

Ornella Muti

‘Making Dreams’ coincides with the opening of Fendi’s palatial new store, designed by Gwenaël Nicolas, on nearby Via Montenapoleone

The two-storey boutique is housed in the 16th century Palazzo Carcassola-Grandi

The design pays tribute to the brand’s Roman roots, with lashings of Travertine marble, leather, lacquer, bronze and stone. Pictured, is the fur room

A video piece by French artist Patrick Jean acts as a backdrop to the store, while an installation by Turin-based artists Nucleo – featuring amber resin pixels – covers a column