During Milan Design Week, the century-old Roman fashion house FENDI unveiled its newest initiative: the FENDI Design Prize. Conceived as an annual award, the prize is dedicated to discovering, nurturing, and championing emerging designers—while upholding the Maison’s legacy of fostering innovation. Curated by designer Giulio Cappellini, the selected jury includes an international roster of designers, including Cristina Celestino, Joseph Grima, Neri & Hu, Rossana Orlandi, Josh Owen, and Patricia Urquiola. 

The inaugural prize was awarded to VIA by Gustav Craft, whose project was selected from over 70 applicants and six finalists from leading global design schools and independent talents. Each creation combines elements of furniture and accessories, incorporating signature FENDI details—such as Selleria stitching, the Maison’s color palette, and upcycled leather or fur. The six finalist projects were showcased at a private event in the FENDI Casa boutique in Piazza della Scala, Milan. Each finalist brought a unique interpretation of FENDI’s legacy, resulting in six distinct projects that explore materiality, heritage, and innovation through the Maison’s lens.

VIA by Gustav Craft begins with an integral part of Rome: the sampietrino, a small basalt cobblestone that has paved the city’s streets for over 2,000 years. Leather straps interlace on a woven seat that mimics the street’s geometry, while an exposed steel frame proclaims the craftsmanship behind each piece. The collection is completed by a rug illustrating Rome’s centuries-old history and a thin mirror resting on a single block of sampietrino. The project echoes the designer’s question: “What does it mean to make something that lasts?”

TEMPUS AUREA by Mimisol Arjona, Hugo Crevet, Luc Hosy, Valeria Lupo, and Dhruv Vyas reinterprets the Roman solarium and lectus, fusing light, time, and rest. The collection features a leather-faced wall clock with gold markers and a leather lounge bench, inviting moments of reflection and rest—the ultimate form of luxury.

VELARE CAPSULE COLLECTION by Mahra Mustafa allows heritage not only to be seen, but also experienced. Curved surfaces, fringe, and glass unite in a deep blue palette to create a suite of chairs, a sofa, a table, and a rug. The collection evokes the Roman dusk, where still objects reflect light and conjure a sense of movement.

ROVINE by Samina Ilyas & Isabella Maria Motta Gallego is rooted in the nostalgic feeling of being connected to a place one has yet to experience. Using reflective surfaces eroded via the silvering mirror method, the collection includes a mirror and a sculptural console table reimagined through a deconstructivist lens, bringing fragments of Rome’s ancient ruins into the home. 

CONVIVIUM by Pierferdinando Arcella bridges the past and present with a contemporary take on the ancient Roman lecti. Rooted in the tradition of convivium and the triclinium ritual, its low wood frame with a shelf base, black upholstered cushion, and cylindrical bolster pillow creates a new form of elegant sharing

FENDI FITNESS KIT by Muskaan Agarwal and Matilde Brambilla integrates wellness into the luxury home. Merging function with sculptural design, the project draws from Roman architecture and FENDI’s house codes. The bench features brown leather padding, arched cutouts, and a series of marble looped handles grazing along the top. Made to be intentionally visible, it stands as both functional and sculptural, an emotionally resonant piece.