For the Christmas holidays, Prada presents Prada Macau St., an imaginary railway station at Macau’s Galaxy shopping mall. Starting today, for one month the store will host a selection of women’s luxury bags and accessories. Prada Silver Lane is an itinerant project, which, from January 2018, will touch on several cities – including Dubai and some prominent Asian, European and the United States locations – offering the chance to acquire exclusive products, chosen for each leg of the journey and presented inside this original installation. The pop-up is a reconstruction of a portion of an ideal train in which the various target aesthetic themes are combined in a single design; it represents the image of Prada on the move, drawing inspiration from the brand and its fundamental codes, such as travel and modernity.
The exterior is a metal shell reminiscent of the American Streamliners of the ‘30s and ‘50s and the interior features walls covered in floral-patterned red silk brocade to create a luxurious, romantic look, combined with Prada’s iconic black-and-white chequered floor.
Around the train, the illuminated platforms host a series of small installations: Christmas versions of 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.
n° 17 - 13 December 2017