Fragile yet strong, ephemeral yet eternal, flowers are the protagonists of a series of special initiatives that Prada revealed in select international cities from September 14th to 16th, 2023.
Over three days, it was possible to get limited-edition Prada packs of marigold, daisy and sunflower seeds – ready to bloom – while supplies last at flower kiosks on city streets and inside key shopping destinations located in Milan, London, Paris, New York, Dubai, Seoul, Hong Kong, Beijing, Shanghai, Chengdu, Guangzhou, Qinhuangdao, and Tokyo.
This activation expands upon the aesthetic and semantic content of the Prada Fall/Winter 2023 menswear and womenswear campaign, literally using the act of planting and propagation to spread new blooms across the world – conveying emotions and taking an intangible concept to physical form.
The campaign concept will also expand on digital platforms thanks to an exclusive filter, newly designed to create experiences and content to publish on Instagram, TikTok, Snapchat, and WeChat. 3D versions of the flowers from Prada’s images will bloom virtually on users’ mobile screens – offering customization of one’s photos with special effects.