The new FENDI exhibit space resembles an exotic trip in time, like a wandering through history’s most coveted rooms of wonder. Upon approach to the booth, the outer room exposes audience to the colors and beauty of precious materials that have taken millions of years to form in the Earth’s crust: precious minerals hosting the newest watches from FENDI Timepieces dress the concrete walls recalling the jewels used to adorn watches and clocks for centuries. Marble tables hosting more of the brand’s newest creations adorn the room as artistic elements meant to be studied and enjoyed. Specially created videos ingrain a sense of poetic ideas about time. 

A tall green-painted wooden door gives way to another room, recalling the private room of wonder hidden deep in the heart of a Roman palace. Lest visitors feel they have floated into some wondrous saga, the inner rooms offer a sophisticated, artistic, and decidedly modern appeal perfect for viewing the brand’s surprising creations. 

About the A Million Times 72 artwork

In the creation of the booth, FENDI Timepieces turned to the artistic duo of Humans Since 1982 for the invention of its sign, which is actually a graphically conceptual bespoke work of art. Called A Million Times 72, the artwork is the result of a design project that relates to the digital and numerical type font possibilities of the typical analog clock. The concept explores the natural character and visual experience formed by hands in motion.  In this instance, the minutes hands come together to create the word FENDI – specially made for the Roman luxury brand.

In all, the new FENDI booth, conceived of and designed by Antonio Monfreda and Patrick Kinmonth, is a reflection on the influences of the Roman brand, its use of luxurious materials and its artful blending of heritage and vision. 

Fendi Timepieces builds sophisticated Booth for Baselworld 2014

The new FENDI exhibit space resembles an exotic trip in time, like a wandering through history’s most coveted rooms of wonder.

In the artwork A Million Times 72 the minutes hands come together to create the word FENDI – specially made for the Roman luxury brand.