Prada at Hubin Yintai in77 — Prada Paradoxe Floral Pop-Up (2024)

Hubin Yintai in77’s outdoor plaza hosted Prada’s floral perfume pop-up, a temporary retail and scent-discovery installation in Hangzhou.

The venue

Hubin Yintai in77 is a shopping complex in Hangzhou’s Hubin commercial area, close to West Lake. It combines indoor retail blocks with outdoor plazas and pedestrian routes. The venue sits within a busy central district where shopping, dining and lakeside walks overlap. Its exterior plaza is open to passing foot traffic and is used for public events and brand installations.

How the space was used

For this project, the plaza was taken over by a temporary Prada perfume pop-up built around a green pickup-truck motif and a floral garden setting. The installation placed scent display and product encounter at the centre of the outdoor space. Visitors entered from the surrounding pedestrian flow, moving through an open arrangement rather than a closed retail interior.

Why it works here

The plaza suits a fragrance pop-up because it catches shoppers moving between the mall and the surrounding streets. An open-air setting lets a brand create a visible, walk-in installation without interrupting indoor retail. The mix of local foot traffic and leisure visitors supports short-term discovery-led projects.