Mercoledì, 19 Settembre 2018

Fendi fashion house to save Trevi Fountain


Rome, January 29 - Fendi, one of the biggest names
in Italian fashion, has donated 2.12 million euros to restore
the Trevi Fountain in the first of a series of projects aimed to
protect Rome's historic fountains.
Rome mayor Gianni Alemanno and the chairman and chief
executive of Fendi, Pietro Beccari, announced Fendi's ambitious
plan to save one of the city's most romantic landmarks at a
joint media conference with Silvia Venturini Fendi and designer
Karl Lagerfeld, the creative director of Fendi who is also
backing the project.
Entitled 'Fendi for Fountains', the initiative announced on
Monday includes sponsorship for a two-year restoration of the
Trevi Fountain as well as plans to restore the Four Fountains
sculpture on the busy Via XX September in the heart of the
Eternal City.
After several months of negotiations Fendi handed over the
funds for the restoration of the Trevi in December last year and
made a significant contribution towards the preservation of the
other fountain, which is covered in the sooty emissions of the
thousands of cars that pass by it every day.
"The restoration of the Trevi Fountain, one of the
best-known Roman monuments in the world, shows the importance of
cooperation between public and private support," Mayor Alemanno
Italy's cash-strapped cultural authorities are increasingly
looking to private sponsors for support despite widespread
concern that they might commercially exploit their link with the
country's beloved monuments.
Last year cultural officials approved a controversial plan
to restore the Colosseum with 25 million euros in funding
provided by luxury shoemaker Tod's.
Opponents have raised questions about whether Tod's will
exploit the move for publicity and its commencement has so far
been delayed by a legal challenge.
But officials stressed that Fendi was willing to cover the
cost of covering the restoration of the Trevi without seeking
any publicity in return.
"This is an historic day for our city," said Dino
Gasperini, the councillor for cultural affairs and the historic
centre. "This doesn't happen every day".
The Trevi Fountain was built between 1732 and 1762 above an
ancient Roman aqueduct and was immortalised in films like
Fellini's classic La Dolce Vita, where Anita Ekberg and Marcello
Mastroianni take a dip in it.
Every year millions of tourists from around the world stop
by the fountain for a photo or to toss a coin over their
shoulder which according to local legend will bring them back to
Last year the city of Rome was forced to carry out
emergency work at a cost of 320,000 euros after a piece of the
monument fell off and Alemanno appealed to large companies and
wealthy individuals to intervene and help save the monument.
At Monday's media conference, Umberto Broccoli, Rome's
cultural superintendent, held up a fallen fragment of the
fountain to underscore the urgency and importance of the Fendi
Restoration of the Trevi is expected to take 20 months and
be completed in 2015 while work on the Four Fountains monument
is expected to be put to tender before the end of 2013.

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