The "GIORGIO ARMANI la Prima" world tour, showcasing Giorgio Armani's iconic bags, began in 2020. Following stops in Italy, China, and New York, the tour will make its first appearance in Tokyo in October 2022. To commemorate the tour's arrival, a pop-up store showcasing all the "Giorgio Armani la Prima" collections will be open for a limited time from October 5th to 11th at The Stage on the first floor of the Isetan Shinjuku Main Building.

URI and actress Ayaka Miyoshi
A cute pink gorilla named URI (Uri) will welcome you into the jungle-themed pop-up store. The URI was inspired by "URI," the gorilla that lives in designer Giorgio Armani's living room, and is an important symbol of Armani's connection to environmental issues. Gorillas are currently designated as an endangered species, and the Armani Group continues to support their conservation efforts, including through donations to WWF Italy. A portion of the sales from eligible products during this pop-up will also be donated to WWF Japan (World Wide Fund for Nature Japan), in collaboration with Isetan Mitsukoshi Co., Ltd. The pop-up, where visitors are greeted by this adorable URI, will feature the "Giorgio Armani La Prima" bag, named "la Prima," which means "the very first" in Italian. As the name suggests, this is the first women's bag designed by Giorgio Armani in 1995. Inspired by the original model, the modern version of "Giorgio Armani La Prima," released in 2019, has evolved into a signature Giorgio Armani bag that embodies Armani luxury, with special production processes enabled by technological advances, the finest handcrafted craftsmanship such as tailored stitching, and a Made in Italy creation.

The classic "Giorgio Armani La Prima," revived in 2019
In addition to the classic "Giorgio Armani La Prima," this pop-up will also feature a number of products exclusive to Isetan Shinjuku and Japan. In keeping with its commitment to environmentally friendly manufacturing, Giorgio Armani La Prima will be releasing its first eco-leather bags in three colors (white, pink, and blue).

Eco-leather version (Japan only): Available in three colors Price: ¥214,500
Available exclusively at the Isetan Shinjuku store is a canvas tote bag featuring trompe l'oeil tailored stitching, one of Giorgio Armani La Prima's signature features. Available in two colors, with a pale beige base and black or orange stitching, the tote bag features handles that are just the right length to be worn over the shoulder, as well as the lightweight feel you expect from canvas.

Isetan Shinjuku Store Exclusive: Available in two colors, Price: ¥129,800
Also available is a jacquard woven tote bag, also A4 size, featuring the GA logo all over. This same style is also available in plain black and beige, so you can choose your favorite design to suit your fashion style.

Japan exclusive: Available in 4 colors, Price: 154,000 yen
In addition to bags, there is also a wide selection of accessories. Two types of easy-to-use key rings with animal motifs will be released. Featuring a cute hedgehog and URI, a symbol of Armani's connection with the natural environment, they are available in sizes that fit comfortably in the hand.

From left) All Japan exclusive: Price: 67,100 yen, 77,000 yen, 77,000 yen
This mini tri-fold wallet has a simple design, but the gold GA logo placed center on the front adds an elegant touch.

Japan exclusive: Available in 2 colors, price: 67,100 yen
This pop-up also offers special benefits to visitors. If you visit an Armani-related spot within Isetan Shinjuku, you will receive a special wallpaper that can only be downloaded at that location, and purchasers will also receive a special gift and a shopping bag with a design exclusive to Isetan Shinjuku.