Fendi SS16 x Azuma Makoto: Flowerland pop-up in Selfridges

Fendi’s SS16 collection is all about florals, with flowers blossoming all over the brightly coloured bags, dresses and outerwear. In celebration of the Italian brand's latest venture, Fendi is creating a 'Flowerland' pop-up shop in Selfridges in partnership with Japanese flower artist Azuma Makoto.



Two years ago, visionary Japanese flower artist Azuma Makoto sent a bonsai tree, orchids, lilies and other plants into space on a balloon to dramatise the exceptional flora of the planet Earth.

Bringing his keen eye for drama to the Fendi pop-up, Makoto has created highly stylised flower bouquets that bedeck bags, burst out of display of bottles and bring beauty to a special three-wheeled 'Ape' mini-truck -- a vehicle so Italian you can practically smell the ice-cream.




Those who visit the pop-up in its first two weeks will witness the live creation of these decorative floral bottles, available for sale, by an artisan from Makoto's studio working with real flowers.

If that wasn't enough to tempt you down, Flowerland will feature Fendi's unique products: 'Peekaboo', '2Jours' and '3Jours' bags decorated with 3D floral motifs made with leather and Plexiglas. Two stunning European exclusives will also be available: a 'Mini Peekaboo Flowers' and also a vibrant '3Jours', both in summertime reds. Alongside all these exclusive Fendi florals, visitors can personalise their favourite Strap You accessories with a customised Flowerland stamp.



Makoto has collaborated twice before with Fendi, and knows perfectly how to accentuate the powerful, feminine aesthetic of the Fendi brand. His previous installations include a fur tree that descends magically from the ceiling of a Fendi pop-up boutique in Tokyo.

We can't wait to see how his visionary artist transforms Fendi's floral nook and brings all the best bits of spring - the flowers, the smells and the colours - to Selfridges' designer galleries.