© Fendi

As you may know, the Baguette bag is one of Fendi‘s globally acknowledged signature items, and this year happens to be its 25th anniversary. The trophy bag was designed in 1997 by Silvia Venturini Fendi, artistic director of accessories and menswear, and has since gained an iconic status in discerning fashion circles. As Japan is one of its most important markets, the Roman luxury brand goes the extra yard to celebrate this event with high profile pop-up stores in Tokyo. Situated on the premises of The Iceberg, a seven-storey glass and steel structure alongside Meiji dori, the bustling thoroughfare that connects the hugely popular Harajuku and Shibuya shopping areas.

The ephemeral store sees an elaborate set-up with different sections, all designed by Fendi‘s in-house design team. The pop-up store is anchored by a celebratory Baguette 25th anniversary gallery section which sees six different designs showcased on glass-encased pedestals and a robust metal shelving display in bright yellow. Adjacent sections, dipped in a soft pink, lime green or even both hues, present additional Fendi collections, including women’s and men’s apparel, other bags and small leather goods. Last but not least, a full-fledged Fendi Caffè allows shoppers to sit back and relax over a drink and a bite in between shopping sprees. A second pop-up store can be found at Matsuya Ginza department store in the city’s Ginza district.

Fendi pop-up store
The Iceberg, 6-12-18 Harajuku (Harajuku)
Tokyo 150-0001

Fendi pop-up store
Matsuya Ginza, 3-6-1 Ginza (Ginza)
Tokyo 104-8130

© Fendi