Maserati X Fragment
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Maserati X Fragment
Maserati
Maserati has long been an international icon of performance and luxury
but it needed to re-establish its relevance among the next generation of
car owners who prized street cred above all.
To bring the brand up to speed with hypebeasts, Maserati turned to
the Godfather of Streetwear himself – Hiroshi Fujiwara, founder of Fragment.
Hiroshi Fujiwara had just one rule -
“I don’t want this to be advertising.”
So we launched the world’s first collaboration between a luxury car marque and the godfather of streetwear not as an automobile – but as a work of art – transporting it into the world of street culture,
street art and street fashion.
The media and hypebeasts were sent into a frenzy following a cryptic announcement by Fujiwara, which teased the collaboration and the design of a car
very much shrouded in mystery.
Instead of a launch video, we created an Anime
film that captured Fujiwara’s creative process
in arriving at the final design.
Overnight, hundreds of enigmatic posters appeared atthe very place Fujiwara first made his name – Harajuku. The posters created a trail to
the biggest drop of the year.
The Mass, an art gallery on Cat Street, hosted
the reveal of the car and capsule collection.
The collaboration between Tokyo and Modena cemented Maserati’s place in hype and history.
First luxury car brand to collaborate with
theworld’s OG streetwear icon.
Awards
Creative Circle Awards 2021 l Shortlist (Brand Experience & Activation)
MAD STARS 2022 l Shortlist (Film)
MAD STARS 2022 l Shortlist (Media)