Andrea Scapecchi, Engineering Director of Prada Group held an online lecture for students of the IMLUX Master from Politecnico di Milano.
The themes of the conference entailed the architecture and design that characterises the Group Prada and how boutiques, the fabrics, showrooms, and offices transmit uniquely and consistently not only the aesthetics and personality of each brand, but also the ethical principles, cultural references and the strong identity of the Group. During his intervention, Scapecchi went in depth in the planning of retail network, the process of designing stores; the customer experience and architecture as a tool for communicating values. In this context, he recalled the collaborations of Prada and Miu Miu with internationally renowned architects, challenging together the boundaries of sales space design and their reinterpretation. Their work not only focuses on reinterpretation but also innovation through projects like Epicentre. Reinterpreting the concept of “shopping”, underlining how this approach represent an added value as, for the luxury sector, the boutique remains the most important contact with the client and a fundamental element of the communication of the brand.
Prada Group lectures at the Politecnico di Milano
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