Uncovering the backstory on Fendi's latest art collaboration

What happens when one of the most respected luxury brands in Italy asks an artist to paint the roof of its headquarters? A lot of yellow paint, it seems, judging by Fendi's latest larger-than-life art collaboration with Russian calligraffiti artist Pokras Lampas. Taking charge of the immense project over a few days in May, the modern calligraphy guru (and Official Calligraffiti Ambassador) was tasked with painting the roof of Rome's Palazzo della Civiltà Italiana building (aka as Fendi HQ) with the words of a special poem. Choosing a bright canary yellow to emblazon the roof of the bulding, Lampas' ambitious work is also currently the biggest work of calligraffiti in Italy.

Using 550 litres of paint to cover a 1,270 metres square space, it took the Russian artist two days to finalise his piece, a retelling of the poem below, brought to giant life. Plus, keep reading for a silent interview with Pokras Lampas...  

F is for... FENDI.
Art for the World.
We are sharing this values
To inspire everyone:

Limitless art. Fearless action.
We have courage and passion
To change any location.

No limits of fun. Our way is new fashion.
We have freedom of mind
And we have your attention.

Keeping eyes open every day,
I'm exploring the World
To perform my own way.

We are the future.
We are never the same.

Interview with Pokras Lampas

How did you see a street art version of F is For...?

F for Fendi: inside Rome’s largest calligraffiti work

What does it mean to be a freak?

F for Fendi: inside Rome’s largest calligraffiti work

Who is a millennial?

F for Fendi: inside Rome’s largest calligraffiti work

What "F" word would you send to the aliens on behalf of the all planet?

F for Fendi: inside Rome’s largest calligraffiti work

What is your favourite piece of art?

I have not just one favourite piece of art. I love huge amount of different art and don't want to judge what's better.

How did this Fendi calligraffiti idea come up?

F for Fendi: inside Rome’s largest calligraffiti work

What is best word in Russian that describes F is For...?

F for Fendi: inside Rome’s largest calligraffiti work

The faculty or activity of imagining things, especially things that are impossible.

But the second translation is: A musical composition free in form, typically involving variation on an existing work or an imaginative representation of a situation or story; a fantasia.

F for Fendi: inside Rome’s largest calligraffiti work