Anticipating the imminent arrival in Tokyo‘s plush shopping district of Aoyama of a branded retail space all its own, ALAÏA has inaugurated a pop-up store in the neighbourhood. Already present with a design-led shop-in-shop and a standalone boutique in the city’s Shinjuku and Ginza areas for quite some time, the new ephemeral store sits on the premises of oak omotesando, a modern, nine-storey building situated smack on Omotesando dori, a bustling thoroughfare lined with prestigious flagship stores of peers from fashion’s upper echelon. Wedged in between the boutiques of Bvlgari and Giorgio Armani, also to be found in the building, the two-level ALAÏA pop-up store sees a minimalist setting with tiered shelving and cabinet units of shiny chrome, paired with chunky black furnishings and carpeting. Interestingly, the store comes with a striking in-store photographic installation by acclaimed Japanese photojournalist and urban lifestyle chronicler Keizo Kitajima.
Entitled Index 0, the installation was first presented during ALAÏA’s A/W 2026 runway show in Paris. Displayed across panoramic screens, the photographs create an immersive portrait of the people at the heart of ALAÏA, the fashion professionals whose hands, gestures, and dedication contribute to the very identity of the iconic fashion house. Raw, direct, yet also intimate, these portraits not only celebrate the collective spirit behind each creation, but also the humanity at the origin of the creative process. The ephemeral ALAÏA store carries a selection of ready-to-wear pieces and accessories created exclusively for this venue. But that’s not all. Continuing its longstanding dialogue between fashion, art, and culture, ALAÏA has partnered with twelvebooks, a renowned independent Tokyo-based distributor specialising in art publications, to create a bespoke library with a range of offerings curated specifically for this space (open through Mar 31). © superfuture
ALAÏA
oak omotesando, 3-6-1 Kita Aoyama, First + Second Floor (Aoyama)
Tokyo 107-0061
Daily 11am-8pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
