Fendi enlists six artists to makeover HQ rooftop

The Ring of the Future, Fendi

The Ring of the Future, Fendi

Fendi has enlisted six global street artists to transform its HQ rooftop in Rome, Italy, in celebration of the one year anniversary of its “F is For…” online communications platform aimed at millennials.

Artists hailing from the US to Korea got together to write the word “Future” in their own native language, creating a ring that represents inclusion and diversity, titled The Ring of the Future.

To celebrate the launch, Fendi has also launched its first “F is For…” product, a genderless t-shirt sold exclusively at its online store.

The “F is For…” hub can be accessed via Fendi.com, with content split into five different verticals: Freaks, explaining the platform’s vision; Fulgore, featuring fashion editorials shot entirely on the iPhone 7; Faces, introducing models and other members of the brand’s ‘young crew’; Freedom, listing places to eat, drink and have fun; and Fearless, introducing new art and music.

In the physical world, “F is For…” is also hosting events, parties and fashion shows, while hoping to establish Rome, its hometown, as a fashionable location.