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Rome – Fendi has opened a new exhibition of contemporary art at the fashion house’s headquarters.
The exhibition space, which is free to the public, is part of Fendi’s push to merge innovation and tradition by supporting culture and art in Rome. The current exhibition Matrice features works by Italian sculptor Giuseppe Penone and is curated by Massimiliano Gioni, artistic director of the New Museum in New York.
Fendi has also commissioned Penone to create a permanent sculpture outside its flagship store on Largo Carlo Goldoni.
‘Penone is an internationally renowned Italian artist with whom we share a passion for creation, sublime savoir faire and continuous dialogue between tradition and innovation – core values of Fendi,’ says Pietro Beccari, CEO of Fendi.
The Matrice exhibition will run until 15 July 2017.
Luxury brands are shifting their focus to long-term projects to become curators of culture, including Prada, which has opened a gallery space in Milan. Read our briefing to find out more.