An apartment on the third floor of a 1920’s palazzo in the Brera district was taken over for an installation set between the intimacy of a home and a public exhibition, circling around the story and the making of Karimoku New Standard: Through personal photographs and a short movie by Japanese photographer Norio Kidera, Karimoku New Standard was traced back to its origins to document the brand’s making and story: From the hardwood forests in the north of Japan that provide the source material for Karimoku New Standard, the sawmills that process the trees, to the large Karimoku factories in Aichi prefecture, where the timber is crafted in numerous working steps into impeccable pieces of furniture.
The project involved location hunting, concept, planning, styling, art direction of the movie and curation of the photographies.