Prada at Hubin Yintai in77 — Prada Beauty Hangzhou Pop-up (2023)

Hubin Yintai in77, beside West Lake in Hangzhou, hosted a Prada Beauty pop-up from 18 to 24 August 2023.

The venue

Hubin Yintai in77 is a retail complex on Hubin Pedestrian Street in Hangzhou, set beside West Lake. Its outdoor and street-level areas connect mall circulation with the public pedestrian route, so visitors pass through the site while moving between shops and the lakefront. The venue's open frontage allows temporary structures to sit within an active retail and walking district.

How the space was used

During the project, the venue's pedestrian-side space held a temporary Prada Beauty structure with a hollowed triangular framework. An outdoor triangular-prism installation, based on the brand's triangular mark and a lipstick image, stood alongside it. Inside, the pop-up presented colour and skincare products in a layered, geometric setting that organised visitor movement through the installation.

Why it works here

The pedestrian street and mall frontage place the pop-up within a route already used for shopping and lakefront walks. A temporary geometric structure can register at street level while drawing mall visitors into a contained brand environment, making the location suitable for beauty launches that need both public visibility and controlled product display.