DESIGN TALENT: Fendi has named the first winner of its newly established Fendi Design Prize, unveiling the project during Milan Design Week as part of its broader effort to support emerging design talent.
The initiative, dedicated to discovering and nurturing the next generation of creatives while celebrating design and craftsmanship, marks a new chapter for the brand. The annual award is curated by designer Giulio Cappellini, who leads a select jury of well-known design personalities, including Italian architect and designer Cristina Celestino; architect and curator Joseph Grima; Rossana Orlandi; industrial designer Josh Owen, and architect, designer and Cassina art director Patricia Urquiola.
For its inaugural edition, the brand shared a dedicated brief with leading global design schools, inviting participants to conceive a living environment composed of furniture and accessories. More than 70 applications were submitted by individuals and groups, with projects required to incorporate upcycled Fendi leather or fur and reinterpret signature elements such as Selleria, Fendi’s color palette and references to Rome.
The 2026 prize was awarded to the project “Via” by Swedish designer Gustav Craft.
“We are honored to introduce the Fendi Design Prize. Fendi has historically nurtured talents, and through this initiative we wish to keep on building on this inspiring path,” stated Ramon Ros, Fendi chairman and chief executive officer. “The vision of the new generations from around the world interpreting our maison’s codes is something very stimulating for us while we look forward to discovering the next standout designer of the future.”
Gustav Craft
Courtesy of Fendi
“Via,” which means street or road in Italian, centers on the “sampietrino,” the small basalt block that has paved the streets of Rome for more than 2,000 years. “Via” translates this urban element into a collection of furniture. A woven leather seat evokes Roman roads, while a geometric steel frame defines its structure. A rug offers an aerial view of a Roman city, while a mirror is composed of a slender steel frame supported by a single rough-cut sampietrino block. Each piece ultimately explores the idea of permanence, posing the question of what it means to create something that endures.
The winning project was selected from a shortlist of six finalists and unveiled at the Fendi Casa boutique in Piazza della Scala in Milan. It will be produced and presented at the December edition of Design Miami 2026, with the possibility of further developing a collection in collaboration with Fendi Casa in 2027.
