Prada opens a new store in Tokyo’s Shibuya district

Italian luxury fashion house Prada has opened a new boutique in Tokyo’s Shibuya district, featuring the unique evolution of its green-themed interior design.

Located at the Miyashita Park shopping mall, the store is designed by OMA studio, founded by Rem Koolhaas. With a floor area of about 300sqm, it displays Prada’s full range of clothing, bags, accessories, and footwear for men and women in unisex and thematic versions.

The store also offers cotton poplin t-shirts featuring original prints exclusive for the store’s opening, including a Prada oval logo reinterpreted by OMA bearing the Prada Miyashita Park store name, and a travel tag print with TYO (Tokyo) symbols.

The external facade features floor-to-ceiling glass, which allows a view into “a dreamlike, virtual ‘container’ against a dynamic backdrop.”

The store interior has a black-and-white chequered floor and green walls designed in backlit “sponge” – the ‘air and matter’ hybrid material designed by OMA. A digital wall, which can be assembled and disassembled, is installed to draw attention.

The brand uses aluminum for all displays and racks to “enhance the minimal aesthetics and contemporary feel of the interiors”.

Coinciding with the store’s launch, Prada has announced a digital project called “My Shibuya View”, featuring personal films introducing creators and musicians’ favorite spots in Shibuya. Project participants include singer and songwriter Taichi Mukai, model Ruka and actor, model, and musician Yoshi.