You will see this video installation at the Fendi Boutique in Milan, located on Via Montenapoleone 3, the most prestigious street for luxury shopping in Italy.
The interiors features a number of customized artworks including this video I directed as an homage to Fellini, Rome, and Italian culture in general. Formally, the idea was to have a film responding to its environment in terms of colors and shapes. As the narrative unfolds, we see the impassive, majestic statues of the Trevi fountain watching a flow of pixels replacing the water, constantly changing its shape. This acts as a metaphor of modernity and classicism, which is the foundation of Italian culture, and quite accurately represents the brand itself. There’s also a reference to Fellini as we see a pixelated woman getting out of the foutain to venture in the city.
Besides, the expansive 400-square-meter interiors designed by Nicolas Gwenaël also feature a central installation by Italian artists NUCLEO, armchairs by Gio Ponti and Agostino Bonalumi’s painting.