Milan — Fendi has written yet another chapter in an enduring love story with Rome.
Brand and Parco Archeologico del Colosseo, an institution that guarantees the protection and assessment of the central archaeological site of the city. Announcing the completion of the restoration of the Temple of Venus and Rome which is one of the most outstanding monuments of the Roman Empire
Improvements were made possible by a €2.5 million donation by the Fashion House, which pledged to support its first work in 2019 when a couture event was held on site to further demonstrate its commitment.
The largest building of ancient Rome This place stands out for its architectural design. which combines Hellenistic proportions with Roman construction techniques. resulting in innovative forms The name alludes to the two opposite altar cells that define the place: the cell facing the Colosseum is dedicated to Venus Felix. Goddess and Mother of Aeneas Ancestor of Augustus and hence the imperial family. Another room facing the town hall is dedicated to the goddess Roma Aterna, the divine personification of the city and the territory of the empire.
Silvia Venturini Fendi, Fashion House’s director of accessories and menswear, emphasizes that the site “There are special memories for me and for others. many around the world.”
“The Palatine Hill and its surroundings are at the heart of our Roman legend. which is the spiritual origin of our city. and historical landmarks You can feel it in the air and when the sun sets on the temple of Venus and Rome at the edge of Velia Hill in the evening There are moments when time stops And the hustle and bustle of modern life fades into the background,” she said.
The restoration took 15 months and the effort of more than 60 specialists in both the architecture and decoration of the cells. From the roof to the surface to the floor, there is also the intervention of light to enhance and complete the monument’s image with a beam of light that surrounds the ancient wall and emphasizes the volume of its cells. Floor and ceiling designs for storage rooms, etc.
To celebrate the success of the project The special book “Il Tempio di Venere e Roma” published by Electa will be released next month. It consists of raw canvas with bronze glazed graphics intended to evoke the colors of the monument. This volume will include a complete photographic report that combines archived images with photographs taken during the restoration process. as well as images of the Fendi Couture fashion show held in Venus’s sales in July 2019. The book will be available for sale for €50.
“Thanks Fendi, the largest known temple in ancient Rome. Dedicated to Rome Aeterna and Venus Felix has returned to its former glory. And the volume we are publishing also assesses its universal significance from a scientific point of view,” said Alfonsina Russo, Director of the Parco Archeologico del Colosseo Institute.
Russo said “With this cooperation We have thus achieved a very high moment in the synthesis of Italian identity, emphasizing the charm and beauty of places and monuments that harmoniously converse with contemporary creativity, of which Fendi represents one of the core excellences,” Russo. added
Fashion houses are not new to patronizing initiatives. The company previously demonstrated its love for Rome through the restoration of the Trevi Fountain. which began in 2013 and was completed in 2015, followed by a couture show held at the venue in 2016.
The brand has also invested further in the Fendi for Fountains project, which includes the restoration of the “Four Fountains” complex and the preservation of the fountains del Gianicolo, del Mosè, del Ninfeo del Pincio and del Peschiera.
In 2015 Fendi presented the Palazzo della Civiltà Italiana to the city of EUR, which was chosen as its new headquarters. Here, the company hosted its first contemporary art exhibition in 2017. Solo performance by Italian artist Giuseppe Penone titled “Matrice” and curated by Massimiliano Gioni.
The partnership with Penone continued a few months later with a superb sculptural installation that the brand commissioned and installed in Rome’s Largo Goldoni in front of Fendi’s flagship with the purpose of being a gift to. with the city This donation marks the first time a major contemporary art installation has been permanently established in the public space of the Italian capital.
In 2017, Fendi also signed a three-year partnership with Rome’s Galleria Borghese to support the exhibitions being held in that location. Their ties with the art world are cemented through art sponsorships and the “Revenge” performance by artist Nico Vascellari is realized at the city’s MAXXI Museum.