# Atmospheric Couture Pop-Ups The Fendi Pop-Up at Harrods Imitates the Brand's New Headquarters By Rebecca Byers | Published 2015-09-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fendi-popup References: [retaildesignblog.net](http://retaildesignblog.net/2015/09/05/fendi-pop-up-store-by-formroom-at-harrods-london-uk/) The [Fendi](https://www.trendhunter.com/trends/fendi-casa1) pop-up at [Harrods](https://www.trendhunter.com/trends/lucky-collection) features a mesmerizing display that references the luxury fashion brand's new headquarters in Rome's [Palazzo della Civiltà Italiana](https://www.trendhunter.com/trends/julie-cloos-mlsgaard). The dapper exhibition showcases current Fendi offerings in a dramatic way that transports the consumer to Rome. The Fendi pop-up in London boasts dynamic reproductions of the iconic archways and structural significance of the Palazzo della Civiltà Italiana building in both its window displays and in-store merchandising structures. The Fendi pop-up at Harrods was created by FormRoom is collaboration with the Analogia Project, made up of artists Andrea Mancuso and Emilia Serra. The Fendi brand will call Palazzo della Civiltà Italiana home from 2015 for at least 15 years. The Palazzo della Civiltà Italiana structure is an icon of Fascist architecture and was previously under construction between 2003 and 2008. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 59% | Activity: 71% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Atmospheric Couture Pop-up:** Fashion pop-up stores that create an immersive experience for customers. - **Architectural Reproduction Displays:** Display designs that replicate iconic architectural structures. - **Collaborative Artistic Projects:** Artists and designers team up to create visually-stunning retail experiences. ### Sectors Adopting This - **Luxury Fashion:** Creating immersive and visually appealing pop-ups to showcase luxury fashion brands. - **Interior Design:** Designing retail spaces that replicate architectural structures for a dramatic effect. - **Art and Design:** Merging art and design to create artistic retail experiences. ## Related on Trend Hunter - [Annual Summer Pop-Ups](https://www.trendhunter.com/trends/lucky-collection.md) - [Cashmere-Centric Pop-Ups](https://www.trendhunter.com/trends/loro-piana-x-harrods.md) - [Anniversary-Celebrating Pop-Up Stores](https://www.trendhunter.com/trends/bodyscape-installation.md) - [Expanding Furniture Collections](https://www.trendhunter.com/trends/fendi-casa1.md) - [Nature Material-Made Luxe Accessories](https://www.trendhunter.com/trends/kengo-kuma-3.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Luxury Holiday-Themed Pop-Ups](https://www.trendhunter.com/trends/holiday-2025-popup.md) - [Pixelated Runway Displays](https://www.trendhunter.com/trends/pixelated.md) - [Luxury Bag Pop Ups](https://www.trendhunter.com/trends/birkin-bag.md)