Look Inside Fendi Rome’s Private VIP Floor, Palazzo Privè

Blue paint on the original walls of the Palazzo Fendi private VIP fitting room in Rome

Fendi was founded in Rome, and so it is only fitting that the flagship store right at the end of Via Condotti is one of the most impressive in the world. A massive boutique with men’s and women’s collections, plus accessories, takes up the entire ground floor. However, only a select view are allowed up to the second floor, where a sumptuously decorated space known as Palazzo Privè is reserved for the most VIP guests.

Palazzo Prive is on the second floor of Palazzo Fendi, the storefront shown here

The secret floor offers a more intimate experience for fittings when especially valued clients stop by. It can also be rented for special events – and I heard that it served as the incredible setting for someone’s 50th birthday party a few days before I was given a rare peek inside.

Chairs in the corner of the noble floor of a 17th-century palazzo in Rome that is now Fendi's Palazzo Prive

Palazzo Fendi is set right in the heart of Rome. At the intersection of Via Del Corso, Via Condotti and Via della Fontanella di Borghese. The prime real estate is enviably by modern standards, but it also has a long and aristocratic past.

entrance with modern light installation on the private floor of Fendi store in Rome

The building once belonged to the Boncompagni Ludovisi family – of the Caravaggio fresco/Villa Aurora fame – and the second floor is one of the only places where you can see original details of the 17th-century palazzo.

A glass bookcase purchased at Art Basel separates the sitting area from the dining room in Palazzo Prive by Fendi

To get there, you take a private elevator which opens up into the space designed by the celebrated decorators DIMORESTUDIO.

Vintage leather chair in Fendi Palazzo Prive private fitting room

The result is a blend of contemporary updates to the original design elements, modern art pieces, vintage furniture, and natural light playing up the decidedly cool deep tones that repeat throughout the 1,080 square feet.

natural light in the dining room at Fendi Rome's Palazzo Prive

If I were preparing to spend hundreds of thousands of dollars on a wardrobe update, I would want to do that here.

It is incredible to know that this beautiful space is up there, brimming with art and luxurious touches. I will try to remember that the next time I elbow my way through the crowds below.

An American in Rome blogger at Palazzo Fendi

(And yes, I regret that I did not have my main camera with me!)

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