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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.
Secondly, in Milan, we saw Rem Koolhaas’ OMA 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.
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.