In alignment with the company direction, as proof of the commitment to protecting the environment, FENDI’s window props production suppliers have begun to explore responsible alternatives in materials, aiming at mitigating any potential environmental impact associated with production.
Embracing the use of new recycled raw materials, opting for certified production processes and implementing responsible-crafted packaging for shipment, represent significant steps toward cultivating more sustainable and environmentally conscious window displays.
Since 2021, the Visual Merchandising Team has adopted innovative approaches post- windows set up, introducing the Recycling & Upcycling scheme. This initiative is designed to minimize the environmental impact of window displays by employing practices such as recycling, upcycling, downcycling or responsible disposal of window props. At the same time, it actively contributes to minimizing landfill waste and benefits the local community.
In Italy, a noteworthy illustration of FENDI sustainable approach to window design unfolded at the Milan Montenapoleone Store during the Winter Capsule 2022. The project involved Fendi Visual Merchandising Windows Team together with Fur Atelier, Style, Product and Industrial team.
Fendi’s outstanding craftsmanship manifested in this special project focused on circularity, transformation and valorization of this precious material. The Festive concept was made of fur leftovers, transformed by the artisans, resulting in the creation of beautiful Fur Forest Trees. After dismantling the window display, the fur decorations were gathered and reconfigured to resemble Fendi's iconic Baguette bag. Utilizing the entirety of the material, Fendi artisans crafted 19 exclusive pieces, comprising 8 in pink and 8 in green. Since November 2023, 15 pieces have been sold in our premier European Flagship stores, including Roma Palazzo, London New Bond Street, and Paris Avenue Montaigne, and have been eagerly acquired by Baguette enthusiasts.The aim of the project went beyond transforming existing materials to animate the store during the Christmas period, showcasing FENDI’s commitment to the creative reimagination of materials to craft exceptional and unique pieces.
The majority of environmentally responsible activities were focused in the Far East, including Japan, Korea, Macau, China, Hong Kong, and Taiwan, where, in 2023, a total of 51% of the Worldwide Visual Merchandising windows production weight was recycled. In February 2023, Fendi's Far East Countries collaborated to successfully upcycle display props waste into repurposed items such as furniture, canvas frames, tote bags, pencil cases and eco-bricks. EcoBricks represent a pioneering circular economy solution that can upcycle all 7 types of plastic waste into certified, industry-grade building materials. The EcoBricks were subsequently donated to local charities and utilized for flooring construction purposes in Hong Kong areas.
At the moment, this kind of circularity initiatives are locally established, but Fendi plans to expand the perimeter of these efforts to include Europe between 2023 and 2024.
