August 2017, Paris
From July 31st to August 20th in Galeries Lafayette, Paris’s iconic department store,
Prada presents special window displays and two pop-ups, featuring women’s bags and accessories and a selection of men’s accessories and ready-to-wear collections.
The Prada “takeover” is completed by the branding of the skybridge linking the two buildings, decorated with a special giant version of the Prada’s iconic Trick Robots.
The windows project consists in a maxi billposting: a sequence of posters highlighting Prada’s view of woman’s role in contemporary society completely covers the window spaces and the building’s façade. Closely linked with Prada’s 2017 Autumn/Winter runway show and its setting, indoor and outdoor boundaries overlap and influence one another. On one side is the product with a ‘private’ attitude; on the other, posters which ‘publicly’ communicate the brand content.
The pop-ups, too, have this contrast. On one hand, the woman’s pop-up presents a ‘private’ setting, on the other, the men’s pop-up is completely visible through a grille structure that delimits the space to offer a ‘public’ setting.
Photo: Agostino Osio
Retoucher: Marco Dabbicco