Fendi Brings Monster Bags to Madison Avenue

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Fendi's new Madison Avenue flagship is officially open, and it's not just a store, it's a symbol—a structure new-ish creative director Pietro Beccari erected to metaphorically stomp on old, logo baguette Fendi's grave. "We are elevating the image and the ranges, so being positioned on Madison Avenue and 57th Street brings us at the heart of the type of client that we are trying to address," Beccari told WWD. Elevation, to Fendi, entails bringing in more color, more fur, and more fun—an ethos pretty much summed up by the brand's popular 'Buggie' bag charms.

Meanwhile, Fendi's Fifth Avenue store is set to close on December 24th to make room for Microsoft. Which seems like an even trade, considering a new computer and one of Fendi's monster totes both cost around $1500.
· Pietro Beccari's Fendi Vision Takes Form on Madison Ave. [WWD]
· Microsoft to Get Cozy with Apple on Fifth Avenue [Racked NY]