Fendi funds renovation of icon immortalised by La Dolce Vita

(ANSA)
- Rome, June 30 - Rome Mayor Ignazio Marino and the management of the
Fendi fashion house on Monday opened restoration work on the
world-famous Trevi Fountain, one of the most iconic spots in Rome.
"We
hope to restore this treasured landmark to the city in the autumn of
2015, Marino said. "Doing a traditional lucky coin toss into the
legendary fountain," Marino said "it's fundamental to get
private sponsors for this kind of large-scale work where public funds
simply aren't enough to cover the costs". Workers on Monday were
giving the final touches to a walkway above the central portion of
the fountain which will enable tourists to get a better glimpse of
ongoing work on the 18th-century Baroque masterpiece by Nicola Salvi
immortalized by many movie stars, including Anita Ekberg and Marcello
Mastroianni in Federico Fellini's La Dolce Vita. A small white
fountain was also installed on Monday morning so visitors will still
be able to cast their coins for luck.
Water
has been drained for the renovation process which is expected to last
one year and a half. Fendi is funding the restoration of the Trevi
Fountain in an initiative similar to work on the Colosseum and the
Spanish steps, funded respectively by Tod's entrepreneur Diego Della
Valle and jeweler Bulgari. 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.
In
January, then 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 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
said at the time. 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 was long 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. 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 Rome.
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 proposal. 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.