Fendi to open Roman pop-up store in Harrod's

Fendi is honoring its new Roman headquarters with an Italian-themed London pop-up store this August.

The luxury fashion house is setting up shop in the UK capital's upmarket department store Harrod's.

The brand will be giving shoppers the chance to design a 3Baguette bag, with Silvia Venturini Fendi herself judging the entries, and the winner receiving a unique bag designed by Venturini Fendi for Harrods. Special edition accessories will also be for sale in the space.

The house recently opened up its new headquarters in Rome's Palazzo della Civiltà Italiana. The 1930s-style building will be recreated in Harrod's by Andrea Mancuso and Emilia Serra from the design studio Analogia Project.

"We wanted to tell the story of the Palazzo Della Civiltà Italiana and this new chapter in the history of Fendi," chief executive officer Pietro Beccari told WWD. "Sharing the message and our ‘Roman-ity' around the world is important in this new stage of our brand's evolution, so bringing a little piece of Rome to Harrods with this pop-up is such a wonderful opportunity for us. The concept is a continuation of the windows theme we introduced earlier this year, only this time visitors will be able to fully immerse themselves within the space."

Fendi is the latest designer label to jump on the summer pop-up bandwagon -- earlier in the season UK designer Stella McCartney launched a pop-up store in Ibiza carrying her ready-to-wear and accessories lines, which will run through October. And in a fun reversal of the trend, French designer Sonia Rykiel hosted pop-ups of various themes at her flagship retail stores this spring.

The Fendi pop-up at Harrods will run August 6-30.