On Thursday, June 12, 2025, BAO BAO ISSEY MIYAKE opened its first US flagship store at 126 Prince Street in New York. This store is its only standalone location outside of Asia, and serves as an important symbol of the brand's global expansion.

The interior design of the store is inspired by the traditional Japanese irori, a space where family and friends gather around a central fire to share peaceful moments and memories.

To embody this concept, a warm light is installed in the center of the ceiling in the store. As the main focus of the design concept, this light also functions as a presentation space for the brand, providing a place where visitors can naturally gather and experience the story of BAO BAO and the appeal of its products.

To celebrate the opening, a series of one-tone red items, called “LUCENT LOVE” will be available exclusively at this Soho store location. The special lineup will include a tote bag, crossbody bag, pouch, and other items.

A special campaign featuring this exclusive bag is launching for the opening. The visual concept features the LUCENT bag folded to look like a red heart, to express the heartfelt welcome of BAO BAO ISSEY MIYAKE to the city of New York.