We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 12 Jun 2014

High Fashion Fun: Fendi’s Arcade Game Pop-Up

Fendi Fun

Acknowledging the fact that high fashion isn’t always renowned for having a sense of humour, Italian brand Fendi has opened an arcade-themed pop-up in luxury London department store Harrods.

Dubbed Fendi Fun, the space combines visual merchandising reminiscent of funfairs and 80s video games such as Pac-Man, displaying fur pieces encased in claw-grab vending machines arcade-game cases. Neon signs come in the shape of iconic handbags. The brand hopes the retro styling will be a hit with its younger generation of millennial consumers, as well as those who played these games first time around. 

Fendi has explained the whimsical styling of the pop-up with the line: “Emotion and irony are the other side of luxury” – a nod to the slowly surfacing luxury trend for using wit as well as style to boost brand kudos. For more, see Prada and Lanvin's fashion films, highlighted in Media & Marketing’s Creative Advertising Directions: Fashion.

Open from June 3-28, the store will include handbag lines exclusive to Harrods as well as a personalised monogramming service. The ‘while you wait’ service is set up to monogram handbags in English or Arabic – catering to Harrods’ substantial Saudi Arabian fan base. For more on the value of and demand for personalisation, see Experimentation & Co-Creation in our Future of the Store Industry Trend. 

For more on how luxury brands are engaging with the Gen Y audience, read Luxury Online for Millennials. See also Fendi Flagship Embraces Art Ethos, and the Fendi Show in Social Media & Tech Partnerships.

For more on recent fashion pop-ups, see Spring Beauty Pop-Ups, Retail Activism: Kenzo’s Pop-Up, Hashtags for Handbags: Marc Jacobs, and Branded Experiences at Coachella