Fendi To Launch Summer Pop-Up At Selfridges

Fendi will be the next resident of the Corner Shop at Selfridges with the launch of a new pop-up. The Italian brand will transform the space, which most recently played host to AF Vandevorst, Michele Lamy and Gareth Pugh, for the duration of the summer. The Fendi Kioskwill mark the first time a luxury house has taken over the area in its entirety, and will be on a larger scale than ever before.

Aiming to bring the spirit of a traditional Roman piazza to London, the pop-up will incorporate a postcard stand, where visitors can purchase personalised Fendi cards that trace the history of the brand's FF logo. An in-house calligrapher will be on hand to write messages and the cards can be posted directly from the space.

Another booth will offer "balloon drops", with special edition Fendi balloons freely distributed in limited quantities twice a day, between 12pm-1pm and 6pm-7pm. Beside the balloon stand, there will also be a retro photo booth for customers to use as well as a gelato stand in partnership with the Italian company Steccolecco, which will be available in the UK for the first time. Renowned for their natural ingredients, Steccolecco will create two new ice cream flavours for the occasion, and offer ice lollies for visitors to take home.

The best news for Fendi fans? At the kiosk, you can be among the first to buy items from the brand's autumn/winter 2018 collection pre-launched exclusively at Selfridges. This will include the large Mon Trésor bag and classic Kan I bag, as well as pieces featuring the "Fendi/Fila" logo created by the Instagram artist Hey Reilly and re-appropriated by the house across ready-to-wear and accessories. Customers can celebrate the launch on July 31, and grab their favourite pieces while they still can.