First the myBaguette app, and now a studio apartment-size pop-up shop in Soho with hashtag neon signs: looks like Fendi has finally figured out how to translate their Italian luxury roots into a language millennials speak.

The brand nonchalantly opened a pop-up inside Wolford's former spot on the corner of Greene and Prince Streets this weekend. And as opposed to the brand's uptown counterparts, this location won't leave you running for the hills—or in this case, Topshop—from intimidation.

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Source: http://ny.racked.com/