By Stanley Lui

Italian luxury fashion house Fendi has opened its newly revamped South East Asian flagship boutique

Envisioned by the internationally renowned architect, Peter Marino, the 200 square metres Fendi boutique stays true to the concept of the famous Palazzo Fendi store in Rome where each element and detail is inspired by the italian capital.

The design reflects the rich culture and tradition of Rome and the italian reputation for innovation and ground breaking design. Duality, which is the essence of the brand, is represented by the architectural landscape of contrasting materials, shapes and movements, juxtaposing light and dark, curved and linear, textured and smooth, baroque and modern.

Fronted by a dazzling metallic baguette sulpture encased in stunning amber glass, the boutique is located in Ngee Ann City's Takashimaya Shopping Centre at Orchard Road, Singapore.

Attending the opening of the newly redesigned flagship store was a star studded guestlist of local and regional celebrities that included Mediacorp artists Fann Wong, Christoper Lee, Jessica Liu and Joanne Peh, MTV VJ Denise Keller, models Sheila Sim and Charmaine Harn, Singer Olivia Ong, Thai Actress Chompoo Araya A. Hargate as well as Malaysian television personality Marion Caunter and actress Deanna Yusoff.

Marking the occasion was the celebration of one of Fendi's most iconic bag: The Baguette. First created in 1997, the bag is named after the famous French loaf because, much like the real baguette, the bag is usually seen carried under the arm.

Coinciding with the opening is the worldwide launch of their Baguette Book which catalogues the story behind the arts and craftsmanship of the Baguette. In addition, the book contains a carefully curated visual collection of 250 interpretations of the bag design.

Together with the first fashion presentation of the Women's Prefall as well as the Men's Fall Winter 2012 Clothing Collection, Fendi has also put up a special display set of six limited re-editions of the Baguette.

Following the fashion show and cocktail guests were then treated to music by DJ Amanda Ling who was spotted carrying the Baguette under the arm like many of the other guests who were present.