News & Scoops

2009 November 23

The F Factory

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(NEW YORK) With Art Basel just days away, chicsters are scrambling to get their Miami wardrobes planned--and retailers are gearing up for the flood of shoppers (art or otherwise). Fendi will be playing quite a role in the event this year, introducing the F Factory, a limited-edition retail project in the Miami Design District’s Moore Building (home to Zaha Hadid’s “Elastica” permanent exhibition), starting November 30 and running until Christmas. The shop will feature the brand’s most coveted bags, complete with Fendi’s Roman craftsmen on-site to personalize each one. But in true Basel form, art and culture will infuse the retail. Graffiti artist Andre is creating three needlepoint panels live in three 60-minute “performances” in the space, which will then be stitched into a unique Fendi baguette by students from the Design and Architecture Senior High.

In addition to Fendi’s Moore Building presence, Design Miami’s main tent will also have signs of the luxury brand. Moritz Waldemeyer is collaborating with Fendi by creating six custom-made Gibson guitars with Silvia Venturini Fendi, which will project lights on the walls when played. American band OK Go will be playing the guitars in daily sets on-site at Design Miami.

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