FENDI, “Un Art Autre” in Tokyo

Tokyo, Japan

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FENDI, an interactive experience

FENDI, “Un Art Autre” in Tokyo

Tokyo, Japan

Firm

Bevilacqua Architects

Type

Commercial › Exhibition Center

YEAR

2013

SIZE

1000 sqft - 3000 sqft

For the Fendi exhibition in the”‘Art University Museum” in Tokyo, an experience in parallel bands. In the first, the ‘”introduction room”, a tunnel, whose multimedia walls explain luxury, innovation and the fashion house’s constant research . The experience becomes immediately multi-sensory: the transition to the main hall is through a very light tulle fur. In the dim light of the second section of the exhibit, an army of 26 cylindrical display cases, in brass armours, preserves the true icons of the maison: created between 1970 and 2013, the Fendi Furs are able to represent the evolution of the style and technique, in the sign of the balance between tradition and experimentation. The dynamic impact of the geometric layout, played entirely on symmetry, lies in the continuous reflection of the space on cylinders’s mirrored surfaces, in a constantly changing perspective, highlighted by the installation of American designer Johanna Grawunder.The “Dash Floor” is in fact designed in order to interpret the seductive idea of light, color and modernity. A set of dynamic, bright and polychromatic markings poetically characterizes the exhibition route, bringing an element of great contemporary to the entire setting. On the perimeter, a further level of experience, this time technological: touch screens become windows deepening on each piece of the collection. In the third and final section of the exhibition path, the materic exemplification of tradition and modernity coexistence in Fendi: a 12 meters long table combines a central band, over which Master craftsmen work furs in real-time, with two side bands, interactive, telling in visual contributions and interviews with the founders, the years of production. To prolong this journey through the history of Fashion, a paper volume for guests: a catalog not only about the models but also specific processing as the “drapery”, the “tile”, the’”inlay”, enriched with illustrations, cards and sketches, an overview of fur created from the ’60s to today.

Client: Fendi

Location: Tokyo

Dates: April 2013

Floor area:900 sqm

Exhibition Curator: Emanuela Nobile Mino

Design project and art direction: Marco Bevilacqua with Mdaa

Light Design Intervention: Johanna Grawunder

Sound Intervention: Flavia Lazzarini

Graphics and Catalogue: Fermenti Design Agency | Federico Mancini

Technologies: Informasistemi | Fabio Conforti

Exhibitors Production: Brancalab | Andrea Branca

Photos and video: Fendi