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The Fendi Caffe features a psychedelic twist on the brand’s logo


Artist Sarah Coleman has added a psychedelic twist to Fendi‘s distinctive double-F logo for a pop-up cafe she designed for the brand in the Miami Design District.


Stylised as the Fendi Caffe, the cafe designed for the Italian fashion house was located on the outdoor corridor of OTL restaurant in the heart of Miami’s Design District from May to early July.

Sarah Coleman designed the project
Coleman manipulated the traditional Fendi logo

The cafe was informed by the brand’s Summer Vertigo capsule collection, which New York artist Sarah Coleman designed in collaboration with Fendi’s creative director Silvia Venturini Fendi.

Defined by yellow and blue tones, the ready-to-wear collection features 90s streetwear references as well as shapes borrowed from 70s psychedelia.

The Fendi Caffe was in Miami
The entrance to the cafe was on an outdoor corridor

Central to the cafe’s bold design was FF Vertigo, Fendi’s iconic FF logo that Coleman and Venturini Fendi warped for the capsule collection and repeated throughout the cafe in a series of bold colours.

The artist explained the influences that prompted her to explore the 70s in her design process.

“When I first began brainstorming, I went straight to my bookshelf and dove into everything I have about the 1970s, a period of spontaneity and extreme self-expression,” Coleman told Dezeen.

“I think the 70s are the greatest fashion era of the 20th century. The spirit of disco, the flowing post-psychedelic art,” she added. “There were so many inspiring aesthetic references to draw upon.”

FF Vertigo defined the pop-up
FF Vertigo was repeated throughout the space

Visitors to the cafe were greeted with an expanse of bright yellow canopy that contrasted with green potted plants lining the permanent Fendi boutique that is located opposite the pop-up’s site.

FF Vertigo featured as a bold motif throughout, topping the space’s various tables and barstools while more abstract swirly shapes tumbled over the cafe’s yellow walls.

Potted plants faced the pop-up cafe
A permanent Fendi boutique is opposite where the pop-up was

Orb-style pendant lights and menus also included FF Vertigo in their design, while a more traditional version of the Fendi logo featured on the cafe’s edible items such as cappuccinos and toast.

Fendi is a luxury fashion house founded in 1925 by Adele and Edoardo Fendi.

Other previous projects by the brand that are informed by the past include a travelling installation for an edition of Design Miami featuring pastel 50s furniture.

The images are courtesy of Fendi.



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