The Anatomy of Fendi / FENDI / 2011

The Anatomy of Fendi began with a dissection of the iconic Fendi Selleria bag. The bags components were harvested and re-worked in a small one-off series of organic sculptural forms that focus on the individual design features of a bag, such as the handles, bag lining and branding. The final outcome adopts an antiquarian museum aesthetic that aims to play upon Fendi's brand heritage.

The project was organised by Fendi (Italy) in collaboration with the Royal College of Art Design Products department, and culminated in an installation in Fendi's new boutique on London's Sloane Street during London Design Week 2011.

Sam collaborated with fellow Royal College of Art designer Imme van der Haak.

Photography / James Champion / FENDI