Hubert Burda Media

Fendi opens first kid’s boutique in Rome

And has marked the occasion by offering the gift of smiles.

Known for its tangled lanes, art, architecture and fashion, the Eternal City is now home to Fendi’s first kids-only boutique.

Opened in December, and located at via Del Leoncino, on the crossroad with via di Fontanella Borghese, the intimate but fun playroom celebrates childhood creativity, with a fairy tale-like activity area, bright carpets and enough toy displays (think Bag Bugs meet geek bots) to cause a frenzy.

Here, shopping the brand’s Junior and Baby collections, comes with a good dose of good.

The store’s inauguration marked the announcement of Fendi’s partnership with Fondazione Theodora Onlus, a charity that sends Dream Doctors — professional artists trained to offer seriously ill children and their families comfort and support — to nearly 140 hospitals around the world.

“We always feel a special affinity with associations that look after children and particularly those in the greatest need,” says Fendi Chairman and CEO Pietro Beccari. “We are also thoroughly proud to work with the Fondazione Theodora Onlus, which provides concrete help for children in extremely difficult situations, offering them the gift of a smile and moments of happiness.”

A portion of proceeds from over the Christmas season, for instance, went to the Dream Doctor programme at Bambino Gesù, a children’s hospital in Rome that Fendi had previously contributed towards the creation of Europe’s largest paediatric care centre.

The new partnership will fund a year’s worth of Dream Doctor activities at the hospital.

So, shop on.