OPENING OF THE FENDI GINZA POP-UP STORE
By Crash redaction
FENDI GINZA: A ROMAN CELEBRATION
Fendi celebrates its 50 years with Karl Lagerfeld by opening Fendi Ginza, a huge and playful pop-up store in Ginza, Tokyo. “The culture of this city is deeply rooted in both respect for traditional craftsmanship, as well as passion for creativity and innovation, same values we share at Fendi,” stated Pietro Beccari, Chairman and CEO of Fendi. Spread across three floors, it is the first Fendi boutique in Japan to showcase men’s and women’s collections, starting from the high-end fur and ready-to-wear pieces to leather goods, shoes, and accessories. Inspired by the Roman heritage of the House, the concept store is based on the contemporary interpretation of Rome’s Palazzo della Civiltà Italiana. The traditional stone used to build ancient monuments and structures becomes a key attraction of the boutique, along with gold foils, another traditional element used in Roman architecture. The first floor offers a rich selection of luxurious furs. The second floor is inspired by Beats, the headphone brand which collaborated with Fendi for the first time for the Spring/Summer 2015 men’s collection. A photo collection of the Roman fountains titled The Glory of Water, shot by Karl Lagerfeld, is projected onto a waterfall and the store also features a collaboration with Makoto Azuma, worldwide renowned Japanese flower artist. For Fendi, Azuma created an exclusive art piece, The Fur Tree. Respecting the existence of nature and keeping its dignity, the artist converts these beautiful elements to aesthetic level of artwork. For The Fur Tree, he incorporated colorful fur flowers blooming on the tree as spring arrives.