MILAN, Nov 23, 2009 / FW/ — Following the success of its first mono-brand store in Milan last January 2009, Giuliano Fujiwara, under the creative helm of Masataka Matsumura is opening its second location in Rome, with the inauguration slated on December 7th.
Located inside an ancient building at 52 Via Frattina – the very heart of Italy’s capital city and one of the most prestigious commercial districts – the shop occupies a 30 square meters area, with 8 windows opening along a passageway, that help creating a strong and immediate visual impact.
The new location will be dedicated to Giuliano Fujiwara’s accessories world; shoes, bags, small leather goods, as well as a selection of key denim items from the collections designed by the young creative director Masataka Matsumura.
The overall image of the space further develops the concepts that have firstly been applied to the project of the Milanese flagship store: in a rarefied and minimal atmosphere, inspired by the formal severity of Japanese aesthetic philosophy wabi-sabi, geometric elements intentionally asymmetrical and imperfect, in glossy lacquered black, seem to melt with the mat grey of the flooring.
Established in Milan in the late 1980s, Fujiwara Design Studio was the brainchild of Giuliano Fujiwara, of his lucid perception of the potential of blending Japan and Italy, their design and manufacturing traditions, on the somewhat testing ground of menswear. At the designer’s death, his wife Kyomi Fujiwara took over to ensure solidity and continuity to the project.
In 2005, Giuliano Fujiwara was incorporated as a brand by STEADFAST, a Japanese company engaged in activities outside the fashion business, but with a growing interest in the area. The new partner’s entry has coincided with the brand’s re-launch and global updating.
Once more, Kiyomi Fujiwara acts as figure ensuring continuity through change, while creative direction is put under the care of young, Japan-born, Swiss- and British-educated Masataka Matsumura.
A long-time committed follower of Giuliano Fujiwara’s work, Masataka Matsumura is the main driving force behind the new visibility and global updating plan, and has proven since his first steps as creative director to be a sensitive and respectful interpreter of the late designer’s philosophy, as well as an innovative and visionary talent.