Prada at Prada Aoyama Epicenter — Prada Touch Pop-up Tokyo (2026)

A three-day beauty pop-up inside Prada's Herzog & de Meuron-designed Tokyo flagship, built around the Touch Blush range.

The venue

The Prada Aoyama Epicenter occupies a corner site in Minami-Aoyama, a short walk from Omotesando avenue, in a building by Herzog & de Meuron whose faceted emerald glass skin varies in transparency across its elevations. Inside, the boutique works as a vertical sequence of retail floors, with spare, hard-edged surfaces, diagonal bracing and long sightlines that read as exhibition space as much as shopfloor.

How the space was used

For three days the boutique's existing architecture held an inserted zone for the Prada Touch Blush collection, where the idea of touch was translated into a sequence of hands-on stations. Guests moved through guided colour try-ons of signature shades such as Mona's Choice, with the transition from skincare to make-up staged as a continuous walkthrough rather than a counter transaction.

Why it works here

The building already functions as a destination in Tokyo's fashion district, so a short-run beauty activation borrows its footfall without needing exterior signage. The flagship's open floors and minimal finishes accept temporary fixtures and lighting without structural change, letting a three-day programme sit inside the store's permanent design language.