FIDO, a developer and seller of condominiums, has launched "DIESEL LIVING LAB produced by FIDO," a collaborative project with DIESEL LIVING. The space embodying its worldview will be showcased on the B1F of DIESEL SHIBUYA, starting October 24, 2020.

FIDO develops and sells compact condominiums targeted at single individuals.

The company proposes condominiums that pursue a higher standard of living, with a concept centered on the exploration of fulfilling lifestyles and the creation of high-value living spaces.

In 2015, they launched "Concept Branding Project," a property development initiative that proposes user lifestyles from a creative perspective.

The first project was "FIDO x Hennessy" with the luxury spirits brand Hennessy. The second was "FIDO x CARBON x PORSCHE" with champagne brand CARBON and automobile manufacturer PORSCHE.

This third installment marks a collaboration with DIESEL LIVING.

Combining DIESEL LIVING's expertise in lifestyle with FIDO's know-how as a condominium developer, the research institution "DIESEL LIVING LAB produced by FIDO" was established to create new value in living spaces.

The concept for this project is "JAPAN." The aim is to create spaces unbound by conventional ideas, by adding DIESEL LIVING's essence to traditional Japanese cultural elements cultivated through history, such as tatami, ceramics, and textiles.

Furthermore, the space design pursues sustainability by reusing discarded materials for tatami borders and incorporating woven fabrics.

Environmental design is handled by Naoyoshi Taniyama, an architectural designer who has worked on numerous projects, including the atrium of Toranomon Hills and the Grand Hyatt Tokyo. He will also serve as the first director of the LAB.

To ensure that visitors discover something new with each visit, the LAB will be updated every six months with new themes, incorporating needs as deemed appropriate by Director Taniyama.

The worldview presented in the LAB will be incorporated into the condominium "Miluna Hills D Series," with plans for development primarily in Tokyo and its three surrounding prefectures.

Regarding this project, Taniyama commented, "By adding DIESEL LIVING's perspective and sensibility to FIDO's new condominiums, I believe we can break through the conventional notions of condominiums held by us Japanese people, which led to the realization of this initiative."

"We believe that by viewing the traditional culture and values regarding living spaces in Japan from a unique angle through the Italian brand DIESEL LIVING, DIESEL LIVING can act as a kind of knife, carving out new values."

"For example, even elements with established value in Japan, such as tatami, Oribe ware, and Shigaraki ware, can create new and different values when filtered through DIESEL LIVING, and we consider such endeavors to be very important."

"I would be delighted if the collaboration between FIDO and DIESEL LIVING could serve as an opportunity to contemplate new ways of living and what constitutes living spaces in Japan."

Naoyoshi Taniyama(Taniyama Naoyoshi)
Representative Director, NAO Taniyama & Associates Inc.
Outside Director, FIDO Inc.
Born in Nagoya in 1973. Graduated from Musashino Art University, Department of Space Design. Joined Super Potato, where he was involved in interior design for hotels, including the Grand Hyatt, both domestically and internationally. Later established NAO Taniyama & Associates in 2011.http://www.nt-a.jp