Menu

  • Art
  • Lifestyle
  • Fashion
  • Design
  • Sustainability
  • Homepage
  • Whitewall Presents
  • Whitewaller
  • Insiders

Subscribe to the Newsletter

Subscribe to the Magazine

Presents

Atlanta

Derrick Adams: Patrick Kelly, The Journey

Newsletter

Go inside the worlds of art, fashion, design, and lifestyle.

Ok
MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.
MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.
MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.
Courtesy of Prada.
Courtesy of Prada.
Courtesy of Prada.
Courtesy of Prada.
Courtesy of Prada.
MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.
Fashion

Prada Presents a Three-Act Exposition for its Collection in Florence, Milan, and Paris

By Eliza Jordan

June 24, 2016

Fashion week, while it may be all about the new collection at hand, can sometimes come wielding additional surprises. Over the past few weeks, Prada has been presenting special displays to coincide with its new men’s spring/summer 2017 collection at three of their European locations—Florence, Milan, and Paris.

The spring/summer 2017 collection was delivered through a multitude of parts: first, in the brand’s Florence store in Via Tornabuoni, we saw a presentation of exclusive photographs by Willy Vanderperre, which immersed us into the Prada Uomo and Donna 2016 fall/winter styles. Spaced throughout the store, the photographs accented the store’s new twists for the occasion: carpets that ensue a 3-D look, a new seating arrangement, and shades of green, red, and grey that seemingly replaced the store’s classic black-and-white pattern.

Open Gallery

MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.

Secondly, in Milan, we saw Rem KoolhaasOMA team up with Michael Rock, the creative director of New York’s design firm 2×4, to create digital displays in their Monte Napoleone store. Drawing inspiration from the multimedia world, the store offered large LED screens showing image loops on each of the three-floors’ main spaces. Modern innovation, combined with the spirit of the collection, was shown throughout.

The third act of the collection’s debut halts in Paris, on the top floor of the Prada Faubourg Saint-Honoré store. A preview of the Prada Uomo and Donna 2016 fall/winter campaign was seen through theater-like posters. Photographs of Eddie Redmayne, taken by Craig McDean, evoke the atmosphere of 19th century paintings, combined with the modern masculinity of today.

Open Gallery

MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.

This past Saturday, as a pinnacle to this three-act, the show’s main element, the fashion show, debuted a linear structure diving the room, serving as the catwalk. Surrounding the runway, tribunes were arranged for guests, as a metallic surface connected the elements of the set. Mesh, creating an abstract layer, transformed the space, adding dimensions to show the framework of Cartesian precision. A slight colorful glow flooded the space as models walked on the near-levitating space, disappearing into the abyss of yet another successful finale.

Prada’s displays in Florence and Milan are on view through June 26, and in Paris through July 8.

Open Gallery

MILAN, ITALY - JUNE 17: A general view during Prada Presents A Special Display In Its Milan Montenapoleone Uomo Store Designed By OMA And 2x4 And Inspired From The Video And Digital World on June 17, 2016 in Milan, Italy. (Photo by Stefania D'Alessandro/Getty Images for Prada).
Courtesy of Prada.

Open Gallery

Courtesy of Prada.
3-Dautumn/winter 2016Craig McDeanEddie RedmayneEliza JordanFlorenceFranceItalymenswearMichael RockMilanMonte Napoleonemultimedia displaysOffice for Metropolitan ArchitectureOMAParisPradaPrada DonnaPrada Florence storePrada Milan storePrada UomoRem Koolhaasspring/summer 2017SS17Willy Vanderperre

Recommended

Fashion |January 26, 2021

Chanel and Anton Corbijn Commemorate the Inventive Contrast in Haute Couture for SS21

Our ValuesContactAdvertiseTerms
© Whitewall 2020

Go inside the worlds of art, fashion, design, and lifestyle.

Subscribe to the Newsletter