say we're from rome, it's a part of italian lifestyle and is a marketing restored something -- >> lodce vita. >> one of the most visited monuments in the world, we restored the fountain to give back to the city which gave us so much inspiration, to state the link good rome and fendi. >> we like to think fendi is linked to rome and are proud to be rome and when we heard something was falling from the fountain, we had to do something. >> we forget fashion because of the heritage and because of the fendi mission is very closed basically to its cultural roots, is that right? it's have responsibility, a responsibility for what we do because people look at that as we are very visible. and to help when you can your whole city to be better to the eyes of the people that come and visit worldwide, i believe it is powerful, the strategy. we are lucky enough we can afford it. >> with so much invested here, it's probably not a surprise that rome is where fendi has its flagship store. inside, the fendi design philosophy extends further. i found out when the c.e.o. pietro beccar isks took me on a guided to