Concept Store

Concept Store
Omotesando, Tokyo, Japan

Just around the corner from Harajuku and Cat Street, Fendi opened a temporary store in Omotesando, Tokyo's most fashionable, intellectual and young retail area in 2017. The store was stripped down to its industrial bare shell and subsequently equipped with dynamic design features that represents both Fendi as well as the highest level of creativity, tradition, craftmanship, hospitality and refinement, all characteristics of the Japanese culture.

The six meter tall façade is a contemporary interpretation of Fendi's headquarter, Palazzo della Civiltà Italiana, where tousands of tailor-made Murano glass bricks merge with a travertine clad - a traditional Italian architectural element. Together with thin shiny steel arches, which host 50 historical miniature looks from Fendi's most celebrated collections, this storefront create a fresh and colourful appearance.

Entering the store, women's accessories and men's full category are displayed in changing surrounds. Ladies' RTW collections are shown on the basement, in an intimate space made of refined materials for a private and personal feel. With various seating areas, customers can experience collections in an ambience of femininity and sophisticated elegance.

A winding tree, collected by plant hunter Seijun Nishihata in Japan's inner Sasayama prefecture, decorates the staircase connecting the two floors. It is accompanied by a hand-crafted Ikebana installation descending at the staircase's centre.

Task: Design Development & Project Management

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Concept Store
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