MILAN – Fendi has written another chapter in his lasting love affair with the city of Rome.
The brand and the Parco Archeologico del Colosseo, the institution ensuring the protection and enhancement of the central archaeological area of the city, announced the completion of the restoration works of the Temple of Venus and Rome, one of the most important monuments. most emblematic of the Roman Empire.
The redesign was made possible thanks to a donation of 2.5 million euros from the fashion house, which first pledged to sponsor the works in 2019, when it also organized its couture show on the site for show more commitment.
The largest building in ancient Rome, the site stands out for its architectural design, which combines Hellenistic proportions with Roman construction techniques, creating an innovative configuration. The name refers to the two opposing cult cells defining the site: the cell facing the Colosseum was dedicated to Venus Felix, goddess and mother of Aeneas, ancestor of Augustus and therefore of the imperial family; the other opposite the Capitol was dedicated to the goddess Roma Aeterna, the sacred personification of the city and its domain in the territories of the Empire.
The fashion house’s director of men’s accessories and clothing, Silvia Venturini Fendi, said the site “holds special memories for me and for so many others around the world.”
“The Palatine Hill and its surroundings are at the very heart of our Roman mythology – it is the spiritual cradle of our city and a site of great historical importance. You can feel it in the air, and as the sun sets over the temple of Venus and Rome on the edge of the hill of Velia in the evening, there is a moment when time stands still and the hum of the modern life is fading into the background, ”she said.
For 15 months and the effort of more than 60 professionals, the restoration work concerned both the architectural and decorative ensemble of the two cells, from the roof to the surfaces, to the floors. A lighting intervention was also carried out to complete the redesign and enhance the image of the monument thanks to light beams highlighting the old walls and highlighting the volumes of the cells, the design of the floors and the ceiling boxes, among others. .
To mark the completion of the project, the special volume “Il Tempio di Venere e Roma”, published by Electa, will be released next month. Featuring a raw canvas cover with laminated bronze graphics intended to recall the colors of the monument, the volume will include a rich photographic report combining archival images with photos taken during the restoration process, as well as snapshots of the Fendi Couture fashion show organized in the cell of Venus in July 2019. The book will be sold at a price of 50 euros.
“Thanks to Fendi, the largest known temple of ancient Rome, dedicated to Rome Aeterna and Venus Felix, has regained its former glory and the volume we are publishing also emphasizes its universal significance from a scientific point of view” , said Alfonsina Russo, director of the institution Parco Archeologico del Colosseo.
“Thanks to this collaboration, we reach a very high moment of synthesis of the Italian identity focused on the charm and the beauty of places and monuments which dialogue harmoniously with contemporary creativity, of which Fendi represents one of the main excellences”, Russo added.
The fashion house is not new to sponsorship initiatives. The company has already shown its love for Rome through the restoration of the Trevi Fountain, which began in 2013 and ended in 2015 – followed by a couture show held on site in 2016.
The brand has also invested in the Fendi for Fountains project, which includes the restoration of the “Four Fountains” complex and the preservation of the del Gianicolo, del Mosè, del Ninfeo del Pincio and del Peschiera fountains.
In 2015, Fendi returned to the city the Palazzo della Civiltà Italiana in the EUR district, which it chose as its new headquarters. Here, the company hosted for the first time in 2017 a contemporary art exhibition, a solo exhibition by Italian artist Giuseppe Penone entitled “Matrix” and curated by Massimiliano Gioni.
The collaboration with Penone continued a few months later with the installation of a large sculpture that the brand commissioned and installed in the Largo Goldoni in Rome, in front of Fendi’s flagship. Designed as a gift to the city, this donation marked the first time that a significant contemporary work of art has been permanently installed in public spaces in the Italian capital.
In 2017, Fendi also entered into a three-year partnership with the Galleria Borghese in Rome, supporting the exhibitions presented on the site, while the following year the link with the art world was strengthened by the support to the artist’s artwork and performance “Revenge”. Nico Vascellari, produced at the MAXXI museum in the city.