FENDI, FLORIDA STYLE: It’s unclear if anyone will be buying anything at Art Basel Miami Beach, or the concurrent Design Miami, but there will still be parties. Fendi, for one, is throwing its weight behind the latter fair. Not only is the Italian house sponsoring the 2008 Design Talks, but Silvia Venturini Fendi is cohosting a dinner tonight with Ambra Medda, Design Miami’s young director. The bash will be held at the home of Craig Robins, Medda’s former boyfriend and the man responsible for Miami’s Design District, where the first Stateside outpost of Fendi Casa opened earlier this year.
“We have a tradition of supporting creativity, and this time we really wanted to support design,” explained Fendi, who is making her first foray into the world of art and design fairs with this trip. “I think, especially in this difficult moment, creativity and fantasy has to be pushed a lot.”
The designer collects pieces from midcentury masters such as Gio Ponti and Carlo Molino, from whom she draws inspiration. “Very often Molino’s work gives me the idea of doing different shapes — especially to break the boundaries of what is normally a bag and to try to use things in a different way,” she said.
Given the recent glut of “It” bags, Fendi said she faces more of a challenge than usual as she designs the brand’s next offering. “We had an overdose of accessories, so it’s quite a challenge because you have to make it different,” she said. “[A new bag] has to evoke desire in people that have everything.”