POP-UP MANIA #2｜Pop-up diary in Tokyo

Valentina Cannava09/18/2023≫ Design

POP-UP MANIA #2

Pop-up diary in Tokyo

The POP-UP MANIA diary continues with the second chapter, featuring Coach, Louboutin, Dior, and Pomellato.

Enjoy the reading!

The COACH tabby shop

“The Unknown Space” in Harajuku
7h of March – 2nd of April 2023

The American brand Coach celebrates the iconic Tabby bag with an event dedicated to Japanese culture and tradition. The pop-up, painted pink in perfect Sakura style, is set inside a traditional Japanese house. A giant TABBY BAG welcomes the visitor into this experience. Passing through a pink noren at the house's entrance, the guest crosses a small room adorned with Sakura flowers. Clothes, accessories, and bags await the guest, accompanying their journey with Japanese delicacies like Dango and tea. The American brand collaborated with Ai Nina - a Japanese artist - for the occasion. The artist embellished the event with lanterns and murals placed throughout the pop-up.

Watch the video

Courtesy of Coach

Loubi’s on the Beach Pop-Up

Omotesando Crossing Park　
4th - 27th of May2023

Christian Louboutin decided to bring the beach to the city to celebrate summer. At the Omotesando intersection – squeezed between giant buildings – a beach with umbrellas, deckchairs, surfboards, and red and white tables uncovers. Inside the pop-up, shoes, leather items, beach towels, and other rare items are displayed, such as articles for our four-legged friends. A van delivers drinks and food to enjoy comfortably on the deckchair while watching the fireworks. You feel like you’re on the beach. By positioning the smartphone upwards through AR technology, a large fireworks display will illuminate Omotesando. An authentic seaside atmosphere!

Watch the video

Photo@Nicoletta Prota

Courtesy of Louboutin

Le Jardin Dior Riviera

Bank Gallery in Harajuku
6th – 18th of June 2023

Watch the video

Located in the Bank Gallery on Cat Street, in Harajuku, the “Le Jardin Dior Riviera” pop-up launches the latest perfume inspired by the smells of Provence in the south of France.

A kiosk and forest animals welcome the visitors, introducing them to this journey through scents. On each floor of the Bank Gallery, perfumes, scarves, and make-up are adorned with small lounges, photo booths, videos, and a photo corner that takes you to Paris instantly. All the set-up is embellished with “Vertigo” lamps – designed by Constance Guisset in 2010 – and wallpapers with the famous “forest” pattern by Dior.

Photo@Valentina Cannava

Pomellato From Milan to Tokyo pop-up

Mitsukoshi Isetan Store in Shinjuku
21st – 27th of June 2023

Photo@Valentina Cannava

To launch the new “Nudo” collection, the Italian jewelry brand Pomellato has proposed a pop-up inside Mitsukoshi Isetan.

The pop-up, set up with the key colors of the brand (red and gold), offers a unique experience to the visitors. During the event, Vittorio Calabrese – an Italian craftsman at Pomellato – tells how the rings are made and how each single stone is installed through a practical demonstration. Understanding what techniques and tools are used for this meticulous and precise work is fascinating. In addition to various displays and seats for customers, the pop-up is enriched by a “Kaleidoscope” corner, where figures and images alternate and are reflected in mirrors, a true Pomellato’s immersion.