FENDI Opens a Men’s Pop-Up in Bangkok For Maria Grazia Chiuri’s First Collection
FENDI has opened a new men’s temporary store at Siam Paragon in Bangkok, introducing a fresh retail concept alongside the latest collection launch. The pop up creates a dedicated space for the Maison’s evolving menswear vision, combining a new architectural language with the first collection designed by Maria Grazia Chiuri following her return to FENDI.
Located on the M Floor in the South Zone of Siam Paragon, the temporary store sits only a few steps from the existing FENDI women’s boutique. The placement gives customers a more complete way to explore the Maison’s fashion offering within one of Bangkok’s most important luxury retail destinations. It also adds a new point of discovery for clients interested in contemporary menswear, leather goods and accessories.
The space covers more than 94 square metres and has been designed to reflect the architectural direction of the FENDI Fall/Winter 2026-27 fashion show. The concept uses a…
restrained palette of black, grey and ivory white, paired with glass façades and metal frames. These elements create an environment that feels minimal, structured and modern while still carrying the refined material sensibility associated with the Italian luxury house.
At the centre of the space is a geometric letter screen, inspired by the inscriptions on Trajan’s Column in Rome. The installation brings a reference to the Eternal City into the Bangkok store, connecting one of the Maison’s cultural roots with a contemporary retail environment.
It is an example of how heritage details can be translated into a modern visual language rather than reproduced literally. The pop-up presents the first collection from Maria Grazia Chiuri since her return to FENDI.
The creative direction for the season is built around the phrase “Less I, More Us,” a concept that looks back to the collaborative spirit of the five Fendi sisters who helped build the family business…
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