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project : : Foxey Sports Popup : : Tokyo, Japan : : 2019 : : 120m² (constr) : : 

program : : Fashion retail popup : : 

credits : : Javier Villar Ruiz coPrincipal at HaCo  (LEAD) : : OnOff (LIG) : : Crea (CONS) : : 

synopsis : : There were few ideas we wanted to communicate in this one-week-long popup in the very prime Shinjuku Isetan department store. First, the retro athletics aesthetics that are the core of this new line within Foxey fashion brand; thus we used vintage sports items such as tennis raquets and balls (all painted white) to create see through screens to enclose this space. Second, we used soft haptic textured materials such as velvety curtains and furry fabrics to finish floors, partitions and counters, so as to convey the very feminine approach of this brand. Third, the metal elements were finished in thin chromed steel to pair the high-end qualities of the items displaid : : photos by Javier Villar Ruiz  : :

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