d’Alba Unveils “City of Glow” Pop-Up in Tokyo’s Fashion Hubs
Tokyo’s Omotesando and Harajuku districts are poised to sparkle even brighter this holiday season, as premium vegan skincare brand d’Alba hosts its exclusive pop-up event, “City of Glow by d’Alba.” Running from December 7th to December 28th, 2025, at OMOTESANDO CROSSING PARK, with an additional pop-up at Tokyu Plaza Harajuku “Harajuku” from December 1st to December 25th, 2025, this event promises an immersive experience that marries beauty with festive enchantment.
The “City of Glow” theme embodies d’Alba’s aspiration to “be a light that illuminates Tokyo.” The pop-up transforms the urban landscape with the brand’s signature yellow, complemented by a magnificent white tree and shimmering illuminations that evoke the magic of the holiday season. This visual spectacle extends beyond the pop-up venues, with a large-scale Out-Of-Home (OOH) campaign simultaneously deployed across the entire Omotesando and Harajuku areas. This innovative approach creates an integrated brand experience, turning the streets themselves into an extension of the d’Alba universe, allowing visitors to feel as though the “city itself becomes d’Alba.”
An Immersive Holiday Experience
The pop-up is designed to be a feast for the senses, inviting guests into a world of warmth and radiance. The interior and exterior spaces are adorned with festive elements such as gift boxes, illuminated decorations, and captivating photo spots. These carefully crafted backdrops are perfect for social media sharing, allowing visitors to capture and spread the holiday cheer.
Attendees can freely explore and experience d’Alba’s acclaimed product lineup, including the brand’s best-selling “White Truffle First Spray Serum.” Dedicated touch-up counters are available, providing an opportunity to experience the textures and fragrances of these premium vegan skincare items firsthand. Furthermore, the event offers an exclusive chance to acquire new products through a special pre-sale, making it the first time these items are showcased in stores.
“The concept of ‘City of Glow’ truly encapsulates our desire to illuminate Tokyo, making it a beacon of beauty and warmth during the holiday season,” a d’Alba representative shared, highlighting the brand’s vision for the event. This sentiment reflects a growing trend in Japanese beauty culture, where immersive brand experiences and ethical considerations are increasingly valued by consumers.
Dual Venue Strategy for Enhanced Engagement
To maximize engagement and reach, d’Alba is hosting pop-ups at two key locations: OMOTESANDO CROSSING PARK and Tokyu Plaza Harajuku “Harajuku.” This dual-venue strategy is designed to create a seamless flow for visitors navigating between Omotesando and Harajuku, enabling a comprehensive brand journey across the area. The Harajuku pop-up offers a more casual and accessible environment, inviting passersby to easily discover and interact with the products.
Event Details:
OMOTESANDO CROSSING PARK
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Period: December 7th, 2025 (Sunday) – December 28th, 2025 (Sunday)
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Venue: OMOTESANDO CROSSING PARK
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Address: 5-1-1 Minami-Aoyama, Minato-ku, Tokyo
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Opening Hours: 10:30 – 20:00
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Admission: Free
Tokyu Plaza Harajuku “Harajuku”
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Period: December 1st, 2025 (Monday) – December 25th, 2025 (Thursday)
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Venue: Tokyu Plaza Harajuku “Harajuku” 6th and 7th floor rooftop terrace
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Address: Harajuku Square, 6-31-21 Jingumae, Shibuya-ku, Tokyo
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Opening Hours: 11:00 – 21:00
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Admission: Free
Official d’Alba Social Media and Retail Channels:
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Instagram: https://www.instagram.com/dalba_japan/
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@cosme: https://www.cosme.com/brand/index.php?brand_id=120823
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Rakuten: https://www.rakuten.co.jp/dalba/
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Amazon: https://www.amazon.co.jp/stores/page/044E4780-230B-4FA4-A7C3-7B370FC8F245
This fusion of premium vegan skincare with an immersive, visually captivating experience sets a new benchmark for beauty events in Japan, potentially influencing how brands engage with the global ‘Kawaii’ audience, which increasingly values both aesthetic appeal and ethical consumption. As d’Alba lights up Tokyo, it not only offers a festive escape but also a glimpse into the evolving landscape of beauty and lifestyle in Japan.
