Fendi has announced the opening of their new Rome HQ in the Palazzo della Civiltà Italiana (Palace of Italian Civilisation), a striking marble building consisting of 60 symmetrical arches spread across eight different levels, known as the ‘Square Colosseum.’

Fendi have been tirelessly restoring the building for the past five years, renovating the architectural icon which has stood empty since the Second World War. Designed in 1937 by architects Giovanni Guerrini, Ernesto Bruno La Padula and Mario Romano the building’s solid shape and symmetrical rows of arches imitates the form of the ancient Roman amphitheatre, but in a sleek, Rationalism style. For the fashion brand, the decision to base its new HQ in the palazzo is a symbol of the House’s commitment to its native Rome – Fendi are also restoring the city’s Trevi Fountain.

For the first time, parts of the iconic building will be open to the public as the ground floor is to become a permanent exhibition space with free entrance. The inaugural exhibition, titled Una Nuova Roma. L’Eur e il Palazzo della Civiltà Italiana, will focus on the building’s iconic history, from it’s beginning as an expression in volumes and lines, the essential characteristics of Roman and Italian Art, to 1953, when it hosted the international Exhibition of Agriculture, a crucial event informing the public about agricultural resources, a key factor in the recovery of post-War Italy.

Una Nuova Roma. ‘L’Eur e il Palazzo della Civiltà Italiana’ opens today and runs until March 7th, 2016