Giuliano Fujiwara RomeMILAN, Dec 12, 2009 / FW/ — Monday, Dec 7th, Giuliano Fujiwara marked a milestone as the Milan-based menswear label opened the doors of its second mono-brand store in Rome, following the inauguration of its first flagship store in its home city in January 2009.

Dedicated to the Giuliano Fujiwara’s accessories world; shoes, bags, small leather goods, the Rome outpost also features key denim items from the collections designed by the young creative director Masataka Matsumura.

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 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. 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 the Japanese company STEADFAST. 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 of the brand.