fragment design and Braun Collaborate on Clocks to Launch Dieter Rams Exhibition in Japan
“LESS BUT BETTER Dieter Rams: The World of Braun and Vitsœ” will also showcase Rams’ original designs.
fragment design mastermind Hiroshi Fujiwara is well-known to have a deep love for classic design, a sentiment underscored by his label’s latest collaboration. Coinciding with Isetan’s forthcoming “LESS BUT BETTER Dieter Rams: The World of Braun and Vitsœ” exhibition, the creative has linked with legendary German appliance company Braun for a selection of collaborative clocks, understated updates to some of Rams’ classic ideas.
On hand are a Classic Analogue Alarm Clock, Classic Travel Analogue Alarm Clock and Classic Analogue Wall Clock, all offered in fragment’s preferred tones of black and grey. Appropriately, Fujiwara opted to avoid altering Rams’ clean aesthetic, instead placing fragment branding at the bottom of each clock face and gently toying the Wall Clocks and Alarm Clocks second hands, accenting them in bright blue instead of Braun’s usual yellow. “FRAGMENT EDITION” verbiage further elevates the selection.
“LESS BUT BETTER Dieter Rams: The World of Braun and Vitsœ” will showcase some of Rams’ iconic designs for both Braun and Vitsœ, as the title implies. The curators primarily selected items from the ’50s and ’60s, highlighting some of Rams’ Vitsœ shelving systems and furniture alongside a variety of Braun items, like radios, turntabls and even kitchen utensils, in an exhibition overseen by Systems Studio.
View the collaborative fragment clocks on Isetan’s website, which will be made available by lottery system. “LESS BUT BETTER Dieter Rams: The World of Braun and Vitsœ” runs from December 3 until January 11, 2021 at Isetan Shinjuku.
Most recently, fragment introduced its latest round of collaborative John Smedley sweatshirts.
Isetan Shinjuku
3 Chome-14-1 Shinjuku, Shinjuku City
Tokyo 160-0022, Japan
