A POSTCARD FROM ROME: ALDA FENDI ON ART, LEGACY AND THE ETERNAL CITY
Alda Fendi, a visionary member of the iconic Roman fashion dynasty, has dedicated her life to redefining creativity in the heart of the Eternal City. After a celebrated career in fashion, Alda turned her focus to the arts, founding the Fondazione Alda Fendi – Esperimenti, a non-profit foundation that has become a beacon for innovation and cultural preservation in Rome.
At the heart of her vision is Rhinoceros Roma, a multifaceted space that merges art, architecture, and community. Designed by the acclaimed architect Jean Nouvel, this extraordinary gallery is more than just an exhibition space. Open daily until late, it houses 25 uniquely crafted apartments, alongside restaurants, boutiques, and a vibrant cultural hub where visitors can experience masterpieces by artists such as Picasso and El Greco, alongside cutting-edge contemporary works.
Collaborating with her daughters, Giovanna and Alessia Caruso Fendi, Alda curates exhibitions and installations that celebrate both Rome’s rich artistic heritage and its bold future. The foundation’s latest mission focuses on showcasing contemporary artists who explore the spirit of futurism, ensuring that the Eternal City remains a thriving center of creativity and innovation. Entirely supported by Alda herself, the foundation is designed to operate autonomously for over a century, fulfilling her dream of leaving a lasting artistic legacy for future generations.
Through Rhinoceros Roma and her tireless dedication, Alda Fendi offers a unique lens into a Rome that goes beyond its famed monuments—a Rome alive with contemporary art, fashion, and boundless creativity.
A POSTCARD FROM ROME: ALDA FENDI ON ART, LEGACY AND THE ETERNAL CITY
Rome is the most beautiful city in the world. For me, it’s like a noble woman—decadent, flawed, but utterly incomparable in her charm. I love it unconditionally, in all its crises and imperfections. Its wonders are beyond compare. I believe that Rome, and Italy as a whole, can thrive through culture—renewing itself by drawing from its immense historical, artistic, and architectural heritage. Culture is not just an ornament; it is the engine of civilisation and democracy.
For Rome, the future lies in experimentation. What comes next must always have roots in the past, from which it draws its strength and nourishment. This philosophy underpins everything I do, particularly through Fondazione Alda Fendi – Esperimenti, where I aim to shape the future of art while honoring its ancient foundations.
Creating a Space for Art and Community: Rhinoceros Roma
With Rhinoceros Roma, I wanted to create something truly unique—a space where art, architecture, and community converge. This innovative project continues the spirit of experimentation that has defined our foundation for over two decades, while projecting it onto the international stage. It is a window from Rome to the world, and from the world back to Rome.
Jean Nouvel’s design embodies this vision. Inspired by the “Paris Arcades,” Rhinoceros is not a hotel but a new way of living. The space houses 25 uniquely designed apartments, a gallery restaurant, boutiques, and the Rhinoceros Gallery, curated by my daughter Alessia Fendi. It is a meeting place for cultures and ideas, where we bring the best of the world to Rome and showcase Rome to the world.
Over the years, the foundation has hosted incredible works by artists like El Greco, Michelangelo, and Picasso alongside contemporary pieces. Each exhibition is carefully curated to offer fresh perspectives and unexpected dialogues between past and present. For example, we’ve featured Michelangelo’s Crouching Boy, a masterpiece from the Hermitage in St. Petersburg, and Picasso’s The Young Woman, a 1909 cubist treasure.
For me, all art is contemporary—it speaks directly to the soul, regardless of when it was created. This belief shapes everything we do, from showcasing avant-garde performances with artists like Vincent Gallo and Roberto Bolle to illuminating ancient monuments like the Arch of Janus. These projects, while rooted in history, are designed to inspire and resonate with modern audiences.
What excites me most about experimental art is its ability to push boundaries and challenge perceptions. Rome’s art scene has changed over the years, but its essence remains the same: a rich tapestry of creativity interwoven with history. Through the foundation, I hope to ensure that this legacy of innovation continues, bridging generations and connecting cultures.
Rome must embrace its past while looking boldly to the future. This is the vision for Rhinoceros Roma: to create an extraordinary narrative that leaves an eternal mark, just as the city itself has done for millennia.
Every corner of Rome is filled with beauty, from its iconic landmarks to its hidden gems. One of my favorite spots is the Temple of Portunus, nestled in the Forum Boarium. From the windows of Rhinoceros Roma, you can see this temple alongside the Arch of Janus, illuminated by a project I commissioned from Oscar-winning cinematographer Vittorio Storaro. As Jean Nouvel says, “Every window here is a painting, each one posing a question.”
If you want to experience the real Rome, I recommend wandering through neighborhoods like Campo de’ Fiori, where vibrant markets meet historic piazzas, or visiting the Botanical Garden on the slopes of the Gianicolo. This oasis of greenery, set in the former gardens of Queen Christina of Sweden, is one of my favorite retreats.
When I need inspiration, I find solace in the Tiber River, which seems close enough to touch from my home. The ever-changing light on the water and the rustling of centuries-old plane trees remind me of Rome’s timelessness and vitality.
A Lasting Legacy
The mission of the Fondazione Alda Fendi – Esperimenti is to make culture accessible to all, free of charge. Art is a cornerstone of democracy and freedom, and I am proud to be called a “rebel patron” for championing this belief.
Looking to the future, I am committed to ensuring that Rhinoceros Roma and the foundation remain vibrant for generations to come. Inspired by Karl Lagerfeld’s philosophy that “the most important project is the next one,” I aim to continue creating spaces and experiences that nurture the spirit and ignite the imagination.
Rome is more than a city; it is a kaleidoscope of impressions, a continuous dialogue between past and present. Through my work, I hope to preserve this dialogue, inspiring others to see Rome not just as a place, but as an eternal source of wonder.
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