In commemoration of the brand’s first customizable bag named the “PS Pin Bag”, New York based Proenza Schouler is holding a pop-up event at Isetan Shinjuku department store in Japan until today.

The event opened on Oct 14, which was attended by Proenza Schouler’s two designers- Jack McCollough and Lazaro Hernandez. “Women like to dress up their purses with bag charms and scarves to make their bag personalized. We thought it’d be fun to incorporate the customization aspect into the design of the PS Pin Bag”, explained Hernandez.

The pop-up event space is decorated with an installation created through the collaboration of the brand and Japanese digital artist group TeamLab. When the PS Pin Bag is placed on top of the special monitors created with TeamLab, the monitors produce graphics and colors that go with the design of the bag. “We find that TeamLab’s designs are very cool. For the project, we asked them to produce something which is fun and new”, continued Hernandez.

The Isetan Shinjuku sales manager working with Proenza Schouler commented that the main purpose of the event is to raise brand recognition among the customers who shop at the department store.

Along with the PS Pin Bag, Proenza Schouler’s 2016 resort collection is in store. The space is designed by creating a contrast of natural and industrial materials. The use of concrete and metal is inspired by 20th century American minimalism.