ZORLU
CENTER FENDI
MAĞAZASINDA
İTALYAN RUHUNU
YANSITMAK
ÜZERE NAVONA
TRAVERTEN TERCIH
EDILMIŞ.
NAVONA
TRAVERTINE IS
USED AT ZORLU
CENTER FENDI TO
COMBINE ITALIAN
DESIGN WITH
QUALITY.
Many international brands apply a standard
decoration and design concept to their
stores globally to emphasize their corporate
identity. Stores in different parts of the world
use standardized decoration, lighting, printed
materials, advertising campaigns and even
shopping bags are part of this common brand
identity. These items designed at the corporate
headquarters of these large brands provide
the high standard of quality and identity of the
brand that can be continuously controlled by a
centralized corporate mechanism. These types
of brands are now in the upswing in Turkey
where an increasing number of international
brands are opening shops in various shopping
centers in Istanbul. The shops of Fendi, Dior,
Bulgari, Moncler, Saint Laurent, and Prada
recently opened in Zorlu Center are the latest
representatives of this trend.
Fendi part of the LVMH group opened its
second store in Istanbul at Zorlu Center while
the interior design concept of the new boutique
was also designed in Italy. The new boutique
represents a dialogue between Fendi’s Roman
heritage and modernity following the same
conceptual design of their headquarters in the
Fendi Palazzo in Rome. With the use of ‘Navona’
Travertine, the 152m² boutique references
Fendi’s tradition of quality and craftsmanship.
The vertical travertine plates together with
golden glass panels on the façade create a
unique yet inviting ambiance. In the interior,
Navona travertine is used mostly on the walls as
display units instead of flooring. The exceptional
use of travertine as shelves, drawers, and as
storage spaces create a unified shopping
experience in a material closely associated with
the brand to emphasize the quality of Fendi.
The combination of natural stone with special
lighting mimics a museum ambiance in the
Fendi store giving the products historical and
contemporary impact.
OCAK - ŞUBAT 2014 / JANUARY - dT%%T%