Prada is hosting a Paradigme Pop-Up to celebrate the new men’s fragrance.

This activation is taking place on the weekend of September 6-7, 2025, at Washington Square Park.

The activation will run from 12 PM to 6PM each day, allowing attendees to engage in an experience that includes taking a black-and-white photo in a Photo Booth and receiving a "Prada zine," which contains puzzles and a sample of the fragrance.