Luxury Italian car maker, Maserati will be injecting a bit of Harajuku street culture into one of its models. The Fragment Design x Maserati is the result of a new partnership with globally renowned Japanese creator, Hiroshi Fujiwara.
The new collaboration will see Fujiwara, a pivotal figure in shaping streetwear culture as well as the founder of Fragment Design, lending his expertise for a truly bespoke model. In the past we have already seen the automotive industry leverage off the worlds of art and pop culture.
However, the Fragment Design x Maserati is more than just a creative co-creation. It also stands as a cultural contamination and a bespoke blend of two icons. Through Fragment Design, Maserati is breaking the rules with this unique partnership.
According to Maserati CMO Paolo Tubito, the new partnership allows the brand to break its own rules to immerse itself in the spirit of international contemporary culture. He adds, “The collaboration with Hiroshi Fujiwara is proof of our change of pace and of the brand’s ability to be truly unique.”
Taking It To The Streets
The creative journey between Fujiwara and Maserati took root when the Japanese artist visited the iconic brand places in Modena and the Centro Stile Maserati. This is where all present and future Maserati models are designed.
It was there where the artist was able to study the evolution of the brand with his own eyes. “When I visited Maserati’s home in Modena, Italy, I found the heritage of the brand very strong, and I got really inspired by the evolution of the front grille of the Maserati cars through the years,” explains Fujiwara.
In Centro Stile Maserati, the designer was mesmerised by the different sketches, materials, style studies and attention to details. His visit is allowing Japanese designer to interpret various elements which make up the history of Maserati to create Fragment x Maserati. This is where the iconic sports car models of Maserati’s glorious past serve as inspiration for a joint vision of his twist on its tomorrow.
“I am always into cars, and Maserati is a great partner to work with for my first car collaboration,” expresses the Japanese artist. The Fragment x Maserati will see the release of a limited-edition model based on a Maserati Ghibli Hybrid. The model is due to break cover on 24th June 2021.