“FENDI for FOUNTAINS”
The city of Rome and Fendi join forces for the RESTORATION OF THE TRÉVI FOUNTAIN and the FOUR FOUNTAINS
Last week, the city of Rome presented its plans for the restoration of the Trevi Fountain and the Four Fountains, under the patronage of Fendi, a unique sponsor, as part of the “FENDI for FOUNTAINS” initiative.
At the press conference, the Mayor of Rome, Gianni Alemanno, the Commissioner for Cultural Affairs and the Historic Center of Rome, Dino Gasperini, the Superintendent for Cultural Heritage of Rome, Umberto Broccoli, together with Pietro Beccari, CEO of Fendi, Karl Lagerfeld and Silvia Venturini Fendi explained the reasons behind the agreement between the Roman fashion house and the City of Rome.
At the heart of this agreement lies the preservation of one of the most emblematic Italian and Roman monuments, following a complex restoration operation, the timing, logistics and progress of which were also announced at the press conference.
Last summer, the city of Rome carried out an emergency intervention on the fountain, at a cost of 320,000 euros. A careful examination of the monument subsequently revealed the critical nature of the situation, prompting the mayor to launch an appeal to major companies and individuals for an act of social patronage.
The Fendi fashion house immediately responded to the mayor’s appeal, and is delighted to be able to contribute to the conservation project by providing funding as the sole patron. The historic Roman fashion house – strongly attached to the Eternal City, whose cultural heritage represents an inexhaustible source of inspiration – distinguished itself among the many donors by its willingness to cover the costs of the entire restoration operation. Indeed, one of Rome’s most revered symbols is also part of the world’s cultural heritage.
The first meeting between the Commissioner for Cultural Affairs and the Historic City Center Dino Gasperini and the CEO of Fendi took place in July 2012, and marked the launch of the entire project.
The restoration of the Trevi Fountain is the first in a series of conservation interventions that FENDI intends to support through the “FENDI for FOUNTAINS” project, which aims to restore and safeguard the historic fountains of the city of Rome as part of a vast program to preserve the capital’s artistic and historical heritage.In fact, when the agreement was signed on December 14, 2012, Fendi not only covered the costs of the intervention to restore the Trevi Fountain (2,120,000 euros), but also offered a significant contribution to the costs incurred by the intervention to restore the Four Fountains, located at the corner of the eponymous street with Via XX Settembre.
The restoration work required to restore the world’s most photographed fountain to its original splendor, for the benefit of Rome’s citizens and tourists alike, will take around twenty months from the start of the restoration work. Completion is scheduled for 2015 (subject to a call for tenders for the restoration project).
The contract for the restoration of the Four Fountains is due to be awarded before the end of 2013, following a restricted call for tenders. When the restoration work is completed, a plaque will be affixed near the restored fountains, for a maximum period of 4 years, as a sign of the gratitude of the city of Rome and expressing thanks to Fendi.
Articles about the worksite will make no publicity or reference to the patron, who will however be mentioned on the worksite panels alongside the brand logo. Gianni Alemanno, Mayor of Rome: “The restoration of the Trevi Fountain, one of Rome’s most famous monuments worldwide, demonstrates the importance of cooperation between the
public and private sectors. It also shows how Roman brands such as Fendi are striving to restore the historic center of Rome to its former glory. This type of intervention illustrates all the forces working energetically to renew Rome”.
Pietro Beccari, CEO of Fendi: “I believe that at the present time, it is vital for Italy, and Rome in particular, to promote a positive message of construction, renewal and restoration, whose reach extends beyond our borders, by sending out a strong sign of change. And I think it’s significant that this message should come from a historic Roman fashion house like Fendi. This project allows us to reaffirm our Roman cultural and geographical roots, of which we are particularly proud.”
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