Trevi Fountain, Rome
Fendi, founded in Rome in the 1920s, is now part of French luxury giant LVMH. The fashion house opted to invest in restoring one of Rome’s architectural treasures due to a self-described “deep bond with the Eternal City.”
“We are proud of being tied to the city, but I believe not everyone knows, and this is a great occasion to do something for the city that hosts us,” Fendi CEO Pietro Beccari told WWD. “Rome is a home of Made in Italy. There’s an incredible savoir faire, but as well it’s a source of inspiration for many.”
The Trevi Fountain was last restored in 1989 by skilled artisans who repaired signs of deterioration and scrubbed the stonework.
Last June, large chunks of stonework crumbled from the left-hand side of the Trevi Fountain after being weakened by harsh weather last winter. Additional pieces of cornice were also removed due to a fear they could cause further collapse.
Fendi responded to a private funding plea to restore the fountain by Rome’s Mayor, Gianni Alemanno, who acknowledged their extensive contribution.
“The restoration of the Trevi Fountain, one of the most known roman monument in the World, shows the importance of cooperation between public and private support and how the best roman brands, such as Fendi, are involved in bringing back the historic center of Rome to its original shine,” he said.
Fendi creative director Karl Lagerfeld said the fountain stands as a symbol of Rome along with the Colosseum and St Peter’s Basilica.
The elaborate baroque statues of the Trevi Fountain will be thoroughly cleaned through the restoration with new waterproofing installed and the strength of the steel supports to be checked.
Fendi will also contribute an additional €320,000 to cover all of the Le Quattro Fontane (Four Fountains), which are located at the intersection of Via delle Quattro Fontane and Via del Quirinale in Rome.
The proposed project will be titled “Fendi for Fountains” and will take place over four years so as not to prevent tourists from visiting the celebrated landmark.
Upon completion, a plaque noting Fendi’s contribution will be placed on the fountain and the 2015 completion date is hoped to also align with Fendi’s fashion show to be staged in front of the fountain to celebrate the fashion house’s 90th anniversary.