The Anatomy of Fendi
The Anatomy of Fendi began with a dissection of the iconic Fendi Selleria bag. The bags components were harvested and re-worked in a small one-off series of organic sculptural forms that focus on the individual design features of a bag, such as the handles, bag lining and branding. The final outcome adopts an antiquarian museum aesthetic that aims to play upon Fendi's brand heritage.
The project was organised by Fendi (Italy) in collaboration with the Royal College of Art Design Products department, and will culminate in an installation in their new store on London's Sloane Street during London Design Week 2011.
In collaboration with fellow RCA designer
Photography by James Champion