The initiative digs deeper into the playful breed of luxe the brand's been co-opting since its 2014 arcade-game-style Fendi Fun pop-up in Harrods department store, London (see Haute Humour). This sensibility was reprised last year with a boisterous-looking, year-long Tokyo pop-up featuring giant fur dolls, mini theatres and neon projections (see full blog post for more).
The visual-centric, Tumblr-style 'F is For...' is accessible via the brand's main e-commerce site, a separate microsite and a standalone app, and boasts five sections. Freaks is an 'About' section pitched as a creative call-to-arms for millennials (aka 'freaks'); Fulgore hosts editorial shoots unique to the platform; Faces features interviews and images of Fendi's latest 'ambassadors'; Freedom offers global listings of hip venues; and Fearless spotlights 'creators' and emerging talent within the arts. All articles can be shared on social media.
For now, keeping the mood soft sell, nothing can be purchased on the platform. See Rise of the Exploratorium for more on the 'post-transactional' space.
While the concept illustrates Fendi's allegiance to fun, it also highlights how luxury brands are 'splintering' to ensure wider appeal. In December 2016, Fendi created an elegant 'Happy Room' pop-up at Design Miami geared towards older consumers, showcasing materials innovations. See Retail: Digitising Luxury, 2017 and Tiered Retailing for more on this tactic.