London 19th May, 2015: FENDI embraces this year’s ‘fairy tale’ theme for the Chelsea in Bloom flower competition with a unique take on the classic tale of Rapunzel, which will take over the window of the Sloane Street store from the 17th May, 2015. Working collaboratively with By Appointment Only Design florists, FENDI will create a temporary and beautiful exhibit which encapsulates the fantasy world of the ‘fairy tale’ princess.
The concept will replicate the story, which takes place in and around a magical tower and features an enchanted woman with hair which has grown forever. The current window displays, featuring miniature versions of the new FENDI headquarters in Rome – Palazzo della Civiltà Italiana – provide the perfect backdrop for the setting. The archways represent the windows in the tower and Rapunzel’s hair delicately winds around the features.
This hairpiece is one of the standout elements of the installation and undoubtedly a talking point for passers-by. Her locks are composed of orchids (in keeping with the SS15 collection) and golden flowers, interlaced and twisted together to cascade from her head alongside the dress and down to the floor, before wrapping around the rest of the ‘tower’. Wisteria and other meandering vines creep up the archways to help magnify the effect of the crumbling facade. FENDI’s unique Micro Bags are interwoven into the presentation, popping out from the windows and archways.
Written by Editor-At-Large Gosia Krajewski