Luxury Play: Fendi’s Year-Long Mega Pop-Up, Tokyo
Italian luxury fashion house Fendi is celebrating its 50th anniversary of trading in Japan with an ultra-playful, supersized, year-long pop-up in Tokyo’s luxury shopping district of Ginza.
The outpost honours the brand’s Roman heritage, thanks to a neon-coloured projection of the arches of its new Rome headquarters on the facade. Giant fur dolls sit in the windows, next to Italy’s famous three-wheel Ape scooters and youth-inspired fixtures such as an enormous tape recorder. The concept also hosts a mini-theatre showing movies chosen by Fendi, and a botanical piece of art – the so-called Fur Tree by Japanese floral artist Makoto Azuma, which will change organically during the pop-up’s tenure.
It’s not the first time that Fendi, a brand renowned for its sense of humour, has embraced playful store design to entice a powerful emerging group of younger, digitally savvy and experience-driven luxury consumers. Millennials, aged 18-34, will become the largest generational segment in the luxury market in the US between 2018 and 2020, according to a 2015 report by global financial consultancy Deloitte.
Spread across three floors, the store, which will remain on-site until November 2016, is the first in Japan showcasing all of Fendi’s collections under one roof. See also High-Fashion Fun: Fendi’s Arcade Game Pop-Up, Fendi’s Fun & Craft-Fuelled NY Flagship and Fendi Flagship Embraces Art Ethos.
For more on the use of humour by the luxury sector as a critical connective force, see Haute Humour: Visual Influence, Luxury Online for Millennials and Virtual Added Value, part of our New-Era Luxury Industry Trend. For more on playful retail concepts, see Anya Hindmarch’s Mini-Mart Pop-Up and our Power of Play Industry Trend.