The Anatomy of Fendi
Fendi 2011
The Anatomy of Fendi began with a dissection of the iconic Fendi Selleria bag. The bags components were harvested and re-worked in a small one-off series of organic sculptural forms that focus on the individual design features of a bag, such as the handles, bag lining and branding. The final outcome adopts an antiquarian museum aesthetic that aims to play upon Fendi's brand heritage.
The project was run in collaboration with Italian fashion house Fendi together with the Royal College of Art Design Products department, culminating in an installation in their new store on London's Sloane Street during London Design Week 2011.
The Anatomy of Fendi was designed and created together with fellow RCA designer Imme van der Haak.
Photography by James Champion / Fendi / Sam Weller
Cinematography by Fendi
Fendi x RCA
RCA students who were invited to collaborate with the Italian brand installed their respective objects at Fendi’s then new flagship Knightsbridge London store. This video documents the design and development process, build up as well as the final presentation at Fendi’s Sloane Street boutiques opening night.