Purpose and Values
“Prada Silver Line” is the new itinerant pop-up project dedicated to travel, offering customers the chance to acquire exclusive products always different for each leg of the journey.
The concept is a reconstruction of a portion of a train reminiscent of the American Streamliners of the ‘30s and ‘50s; the interior features walls covered in floral-patterned red silk brocade to create a luxurious, romantic look. The illuminated platforms host a series of small installations that complement the main aesthetic experience embodied by the train: life-size Prada Robots become porters pushing luggage trolleys, and the ticket kiosk turns into a concierge to organise visits to the pop-up store and deliver purchases to customers’ homes. The setting is completed by the Prada iconic black-and-white chequered floor.
From mid-December and for one month, this imaginary railway station stops for the first time at the Galaxy shopping mall in Macau, hosting a selection of women’s luxury bags and accessories.
Throughout 2018, “Prada Silver Line” will touch some of the most important locations in Asia, Europe and the United States.