Fendi at Arkham — FENDI #FFreloaded# Shanghai Party (2018)

Arkham, an underground music club in Shanghai, hosted FENDI's #FFreloaded# capsule collection launch party.

The venue

Arkham is an underground music club in Shanghai's former French Concession, recognised across Asia as a venue for live music and club nights. It is a dark, enclosed club space rather than a retail or exhibition setting, with a performance area and floor oriented toward live music and DJ sets. Its location places it within a central district associated with nightlife and cultural activity.

How the space was used

For the #FFreloaded# launch, the club was dressed with neon, graffiti, fluorescent emojis and architectural elements including Roman arches, drawing on the FF and FENDI ROMA logos. These elements were distributed through the existing club environment, turning the performance floor and surrounding areas into a sequence of branded zones for the party. The venue's nightlife layout supported movement between the dance floor and viewing areas.

Why it works here

A club like Arkham suits an underground fashion music party because its existing nightlife format already frames sound, dim lighting and crowd movement as the main experience. Branding can be layered onto the room without converting it into a conventional retail space, matching the collection's street-oriented launch format.