The Italian fashion brand Fendi moved their headquarters to the Palazzo della Civiltà Italiana in the end of 2015. This iconic building, also known as the square Colosseum, is not only famous for its frequent appearance in movies, but also as one of the most important examples of architecture during the Italian fascist regime. The building was designed to host a museum during the World Expo of 1942, but was never used as such because of the Second World War. This original function and its recognizable design makes it contested heritage.
This graduation project aims to show an alternative approach to contested heritage by making a redesign for the Palazzo della Civiltà Italiana, for another, non-existing fashion brand.