Boutique on Via del Babuino restyled by Yuko Nagayama.
ANTEPRIMA reopens its renovated boutique at Via del Babuino 147, in the heart of Rome.
The new space, designed by internationally renowned architect Yuko Nagayama, embodies a perfect balance of art, fashion, and architecture, capturing the brand's unique vision of blending sophistication with artistic expression.
The fully transformed Rome boutique offers an immersive experience where creativity meets minimalist elegance.
Enhanced by organic shapes and soft light gradients, the space highlights ANTEPRIMA's iconic Wirebag, making it the centerpiece of a harmonious and sophisticated setting.
Izumi Ogino wanted the boutique to reflect not only the essence of the maison but also the timeless beauty of Rome: “Rome holds a special place in my heart; it was my first destination in Italy and remains an endless source of inspiration,” said the Founder & Creative Director of ANTEPRIMA.
The new store concept reflects the deep connection between the brand and the Eternal City, capturing the essence of both Italian and Japanese cultures in a dialogue of design and contemporary luxury.
Architect Yuko Nagayama, responsible for the renovation project, stated that the Wirebag was the central inspiration for the space's design.
“The Wirebag has a unique and unmistakable personality, and we wanted the environment in which it is displayed to reflect its distinctive character,” he explained.
To achieve this, Nagayama opted to create an atmosphere that serves as a blank canvas, allowing the vibrant materials and sparkling textures of the Wirebag to shine in all their glory.
The walls feature subtle vertical grooves that cast delicate shadows reminiscent of the refined weaving of the bags, while a coral pink hue rises from the floor, echoing the brand's colors and creating a warm and welcoming environment.
Since its debut, the Wirebag by ANTEPRIMA has captivated audiences as a symbol of timeless elegance and creative innovation.
Globally recognized, this handbag has become a style icon, cherished for its distinctive design and sophisticated craftsmanship.
ANTEPRIMA upholds the highest standards of quality and beauty; these core values continue to solidify its success and expand in the world’s most vibrant cities.
Founded in 1993 by Izumi Ogino, the brand was created with a contemporary vision, featuring intuitive style and elegance appreciated in every situation.
Designed and crafted for intelligent, confident, feminine, and joyful women in every season, the brand offers perfectly refined collections that embody the global sophistication of a modern woman.
This woman possesses a discreet passion for creativity and luxury, with an unerring eye for beauty that refuses to be constrained by artificial boundaries or cultural lines.
Izumi has captivated the fashion world since the brand's debut—suggestively named in Italian—at Milan Fashion Week in 1998. ANTEPRIMA continues to express a love for exquisite quality, inspired by Izumi’s childhood.
This passion is reflected in the brand's fashion and accessory collections.
ABOUT YUKO NAGAYAMA
Born in 1975, Yuko Nagayama graduated from Showa Women’s University. After working at Jun Aoki & Associates, she founded Yuko Nagayama & Associates in 2002. She has received numerous awards and recognitions, including the JIA Young Architect Award (2014) for the Teshima Yokoo House, the Yamanashi Cultural Prize of Architecture (2017), the JCD Design Award, Silver Award (2017), and the Tokyo Architecture Award, Excellent Prize (2018) for the Goddess of The Forest Central Garden. In 2021, she also won the Design Award for Light and Lighting and the Grand Prize for the Tamagawa Takashimaya S.C. Grand Patio.
Other notable works include Louis Vuitton Kyoto Daimaru and a hill on a house in Tokyo. Currently, Yuko Nagayama is working on the Japanese Pavilion for Expo Dubai 2021, a skyscraper in Kabukicho, Shinjuku (2022), and Tokyo Torch at Tokiwabashi (2027).
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