Purpose and Values
Milan, 3 September 2020 - Prada, in collaboration with Printemps, presents a new pop up “Prada Abstract”, a mesmerizing, emotionally arousing space totally designed in black and white insdei the Atrium of Printemps Haussmann, of the Paris department store, dedicated to a selection of clothing, bags, accessories and footwear. Complementing it with an original installation taking up five windows facing Boulevard Haussmann. The key concept and inspiration behind the project is the absence of colour to emphasize Prada’s contemporary identity. Black and white are used for all elements: white for the floor and walls; black for the three-dimensional logo. The black and white concept is highlighted by an immersive experience including animations portraying spectacles of nature projected onto huge LED video walls: ice breaking off the Perito Moreno glacier in Argentina, massive waterfalls, ocean waves and the jagged landscapes of Antarctica. The iconic Prada Niches and a series of cubes are used as product display spaces, projecting the same animations of nature in sync with the walls.