Fendi continues the celebration of the launch of the FF Reloaded capsule collection with a new exclusive and memorable event, entitled the FF Reloaded Experience which took place in Shanghai in one of the top 10 underground clubs in Asia: Arkham, located 10 meters beneath Sunken Plaza, in French Concession area.
The event represented the third stage of the FF Reloaded Journey, which started in London on April 13, then travelling to Hong Kong on May 17 with a special pop-up store and finally arriving in Shanghai to keep the celebration of the iconic FF logo of the Maison going.
The Arkham was set-up to recount and discover the history and evolution of the Fendi logo designed by Karl Lagerfeld in 1965, starting from the ‘60s up to present day, through an exciting and modern journey with a new, fresh take on the classic FF image. At the entrance, a giant led wall reflected in a mirror showed a video with highlights from the FF Reloaded Experience in London.
The night was filled with star-studded live performance by top street dance group X-Crew and new generation pop singer/rapper Jackson Wang! He sang the first time of the unreleased single “Fendiman”.
The celebration of the past, present and future of the FENDI logo continued inside the location with a custom-built set-up created for one night only. Neon installations of the FF logo were hung over the walls, along with a reproduction of The Ring of The Future, the calligraffiti display conceived by F is For… and created by six street artists from around the world on the rooftop of Palazzo della Civiltà Italiana.
THE FF RELOADED
The FF Capsule Collection celebrates the heritage of the Roman House and the iconic FF logo. Designed by Karl Lagerfeld in 1965, the logo combines FENDI’s luxury authority with an irreverent attitude, establishing the Maison’s logo as a contemporary yet sophisticated icon. The FF logo steals the spotlight in the capsule as the unconventional archival squared version, dating back to 1974, dominates streetwear inspired silhouettes from parkas, to hoodies, the signature Rockoko sneakers and accessories including the Kan I, Peekaboo and the Runaway bag.
The squared logo, updated from the original rectangular version, takes centre stage as the graphic pattern features heavily on every item. The collection incorporates the FF logo in the classic tobacco and black colourways and in a new surprising white and black variation. The FF Reloaded Capsule Collection – available until the end of the year in selected FENDI boutiques worldwide and on fendi.com.