An advertising campaign as a point of embarkation, a fantasy of image-making becoming a physical actuality – a vision that does not stop at the page. In an expansion of the Prada Days of Summer 2025 campaign, its surreal imagery leaps into reality at the Lido del Faro, Capri, until July 13th, 2025.
Toying with our perceptions of make-believe, for one week, the keynote element of the campaign – the archetypal Italian gozzo wooden boat – will moor in number in the secluded and serene Punta Carena bay. Painted in the distinct, soft summer pastels of the campaign, these ten row-boats reflect the sense of adventure and pleasure-seeking at the heart of the Days of Summer campaign imagery.
On dry land, an ephemeral Prada installation offers limited-edition gifting – ice-cream and scoubidou kits. Tied to the nautical theme, these kits include monocolor cord in the colorways of the Prada gozzo boats and branded hardware to allow each recipient to create a unique braided rope “trick” or keyfob by hand.
The Days of Summer presence in Capri is a continuation of a Prada approach in storytelling around advertising – a playful and irreverent investigation of our blurred lines between images and realities. Manifest for one week only, at the height of the season, this is a fleeting presence – as are the days of summer.
Scoubidou kits will be available at:
Bagni Lido del Faro
Str. Faro di Carena, 80071 Anacapri
Prada Capri
Via Roma, 2, 80073