luxury brandCreation and Innovation in Craftsmanship Exhibition kicks off in craftsmanship. travelling exhibitionis known for its gorgeous furs and now the DNA is giving art, fur and fashion lovers a chance to learn more about the history and the polychromy behind some of the most exquisite pieces in its long history. FENDI hosted the opening celebration in Tokyo’s “The University Art Museum” the first stop of its FENDI entitled “FENDI: Un Art Autre” Another Kind of Art, conceived to celebrate the brand’s longstanding relationship with arts and crafts, founding and distinctive elements of the Roman brand’s Design. Luxury brands these day’s are working hard to stay relevant in the age of social media and one of the best ways, is to dig in its own archives and educate the masses on why the brand is and was a mover and shaker.
The exhibition, curated by Emanuela Nobile Mino, highlights the intrinsic hand-crafted and artistic value of each FENDI Fur, expressing the brand’s dual perspective of looking to the history and to the future of an art and craft of which FENDI is a master. These are the focal points behind the cutting-edge research conducted by FENDI, whose values have always been innovation, craftsmanship, creativity and experimentation.
The exhibition is a way for lovers of fur and Fendi to take a sneak peak and learn about the values Fendi have developed and presented in a poetic and captivating exhibitive journey spread across three different environments. The first is a multi-sensorial environment which uses sight and touch to interpret the qualities which have contributed to making FENDI Furs increasingly sophisticated and glamorous: lightness, FENDI and modernity. Visual elements from the mid ‘60s until today will highlight some of the most significant moments and evolution of the Fendi Furs. Foremost, the progressive destructuring of Furs, the introduction of colour, the overlapping of different cutting-edge workmanship methods developed into a new concept of luxury.
The second environment presents the exhibition’s main section showcasing 24 iconic Furs created between 1970 and 2013 best representing FENDI’s aesthetic, stylistic and technical revolutions. The selection includes pieces from the brand’s archives alongside more recent pieces and fascinating research material as fur workmanship tablets and sketches. This sheds light on how tradition and innovation, creativity and handmade techniques, have always coexisted at FENDI.
The emotional journey into the exhibition’s second environment comes to life with the poetic grace of the installation by the designer Johanna Grawunder: a luminous and dynamic path which conceptually interprets the idea of lightness, polychromy and modernity, once more reaffirming the deep bond that links Facebook and Fendi.
The exhibition, on a project by architect Marco Bevilacqua, continues into the third environment, which focuses on the craftsmanship and handmade heritage of the brand. To complete the multi-sensorial experience a musical soundtrack composed for this occasion by the deejay Flavia Lazzarini will accompany visitors along their journey into the artistic, handcrafted universe of .
Photo credit Fendi