The new Prada pop-up store, which debuts at The Selfridges Corner Shop in London on 5 April 2024, creates a captivating atmosphere along with an exclusive offering of men’s and women’s ready-to-wear and accessories.
Prada has created an imaginative garden on the ground floor of the department store, among the building’s white columns and other classic architectural features. This suspended, timeless space defies definition; it is a poetic and intriguing elsewhere that immediately invites visitors to enjoy a quiet moment of escapism and introspection, a gentle break from everyday life. In the evocative images of natural landscapes and lush meadows that surround the environment, visitors can immerse themselves in the peak of springtime, as if joining an imaginary picnic.
The free-spirited nature of this original outdoor setting inspired by English gardens permeates the wooden furnishings and the special product selection, created for the occasion and unveiled here for the first time. It offers a reflection on Prada’s past and present identity: eccentric pairings meet classic patterns, while the fabrics and artisanal techniques evoke the brand’s history.
The collection comprises feminine garments in light materials with a romantic-countryside flavor, accompanying tailored denim and jersey garments, skirts, and knitwear, as well as lingerie – bras, bodysuits and tights – in ultra-light fabrics, tulle, and organza.
The men’s ready-to-wear selection is characterized by shirts with bright prints and archetypal striped and floral patterns, to pair with denim, poplin, and canvas garments in natural shades ranging from khaki to mineral tones, light hues including sky blue and cream, and various brighter colours.