fendi gebouw | Fendi italy headquarters

Rome, a city layered with history, unveils its secrets at every turn. From the ancient ruins of the Roman Forum to the baroque grandeur of the Trevi Fountain, each monument whispers tales of emperors, popes, and artists. But amidst the familiar landmarks, stands a building that embodies a more complex and controversial chapter of Italian history: the Palazzo della Civiltà Italiana, often referred to as the "Square Colosseum." This imposing structure, a stark symbol of Mussolini's fascist regime, has found a new life as the headquarters of the renowned Italian fashion house, Fendi. The transformation of this building into the Fendi Gebouw (Fendi Building) represents a fascinating intersection of history, architecture, and contemporary culture, prompting questions about the preservation, repurposing, and interpretation of politically charged monuments.

A Colossal Statement of Fascist Ideologyfendi gebouw

The Palazzo della Civiltà Italiana was conceived as a centerpiece of the Esposizione Universale Roma (EUR), a grand exhibition planned for 1942 to celebrate the 20th anniversary of Mussolini's rise to power. The exhibition was ultimately cancelled due to World War II, but the Palazzo, along with other buildings in the EUR district, stood as a testament to the regime's ambition and architectural vision.

Designed by architects Giovanni Guerrini, Ernesto Lapadula, and Mario Romano, the building is a striking example of rationalist architecture, a style characterized by its geometric forms, monumental scale, and emphasis on functionality. Its design draws inspiration from ancient Roman architecture, particularly the Colosseum, but strips it of its ornamentation and historical context, presenting a simplified and idealized version of Roman grandeur.

The Palazzo is a perfect cube, measuring 50 meters on each side and standing 68 meters tall. Its facade is clad in travertine marble, a material favored by the Romans for its durability and elegant appearance. The building is characterized by its repeating pattern of arches, six rows high and nine arches wide on each side. This rhythmic repetition creates a sense of order, power, and permanence, reflecting the fascist regime's desire for control and stability.

At the base of the Palazzo, twenty-eight statues, each representing a different art or science, stand guard. These statues, while intended to celebrate Italian creativity and ingenuity, also reinforce the regime's vision of a hierarchical society where each individual contributes to the collective good.

Perhaps the most iconic feature of the Palazzo is the inscription at the top of each facade: "Un popolo di poeti di artisti di eroi di santi di pensatori di scienziati navigatori di trasmigratori" ("A nation of poets, of artists, of heroes, of saints, of thinkers, of scientists, of navigators, of transmigrators"). This inscription, a proud and nationalistic declaration, encapsulates the fascist regime's ambition to create a new Roman Empire, a society characterized by its artistic achievements, military prowess, and cultural dominance.

The Palazzo della Civiltà Italiana was not merely a building; it was a propaganda tool, a visual representation of the fascist ideology. Its monumental scale, geometric forms, and nationalistic imagery were intended to inspire awe, instill a sense of pride, and reinforce the regime's authority.

From Symbol of Fascism to Home of Fashion: A Controversial Transformation

After World War II, the EUR district, including the Palazzo della Civiltà Italiana, remained standing. For decades, the Palazzo stood largely unused, a silent reminder of a dark chapter in Italian history. Its imposing presence sparked debate about its future: should it be demolished as a symbol of a discredited regime, or should it be preserved as a historical monument?

Ultimately, the decision was made to preserve the Palazzo, but to repurpose it for a new function. In 2015, after years of negotiations, the Italian fashion house Fendi signed a lease with the city of Rome to use the Palazzo as its headquarters. This decision was met with both enthusiasm and criticism.

Supporters of the move argued that it was a positive step towards revitalizing the EUR district and giving new life to a historic building. They pointed out that Fendi, a renowned Italian brand with a long history of artistic collaboration, was a fitting tenant for the Palazzo. They also emphasized the economic benefits of the move, including the creation of new jobs and the attraction of tourists to the area.

Critics, on the other hand, argued that the transformation of the Palazzo into the Fendi Gebouw was a form of historical revisionism, a whitewashing of the building's fascist past. They argued that it was inappropriate to associate a luxury brand with a building that symbolized oppression and violence. They also expressed concern that the focus on fashion would overshadow the building's historical significance.

Despite the controversy, Fendi proceeded with its plans to renovate and adapt the Palazzo for its headquarters. The company invested millions of euros in the project, carefully restoring the building's exterior while transforming its interior into modern office spaces, showrooms, and workshops.

Fendi's Interpretation: Juxtaposition and Dialogue

Fendi's approach to the Palazzo has been one of juxtaposition and dialogue. The company has sought to preserve the building's historical character while also imbuing it with its own brand identity. The result is a unique and compelling blend of history and modernity.