Prada’s China ambitions behind ‘Pradasphere II’ in Shanghai

Overview Prada head designer, Miuccia Prada, was in China when the storied brand unveiled its branded exhibition Pradasphere II at the Start Museum in Shanghai last week. Tracing the history and culture of the Italian house from its origins in 1913 to the present day, the exhibition is open to the public from December 7, 2023 to January 21, 2024. The house presents more than 400 artifacts from its fashion archive, weaving together Prada's legacy across fashion, art, architecture, culture, and sport. Displayed on industrial warehouse shelves adorned with precious pink silk velvet, a collaborative effort with the design studio 2x4, the exhibition goes beyond showcasing selected looks. Unique Prada-inspired spaces add a distinct touch to the curation, culminating in a Prada cafe, offering visitors an immersive experience with Italian coffee and pastries. Netizens’ reactions The exhibition has attracted a larger number of fashionistas and loyal fans following Prada for decades, many of whom shared their nostalgia evoked by key looks from Prada’s previous collections showcased in the exhibition. The curatorial concept and design also impressed visitors. Xiaohongshu user Mandy Liu posted that “the details, quality, and experience of the exhibition significantly surpassed my expectation.” Endorsements from celebrities such as brand ambassador Li Xian, world-famous Chinese actress Gong Li, supermodel Liu Wen and Du Juan, fueled substantial online buzz, with the Weibo hashtag "Prada Shanghai exhibition" amassing over 360 million views in just one week. Verdict Pradasphere II embodies “Prada-ness,” the brand's history and identity since its inception. Choosing Shanghai as the exhibition's second stop after London underscores the brand's recognition of China as a crucial market for Prada. "We have a lot of ambitions here in China, to double our business in the upcoming mid-term future,” Prada chief executive Gianfranco D'Attis said during the Shanghai launch. “And with that comes also increasing our investments." The exhibition serves as an entry point for a broader Chinese audience to delve into Prada's cultural significance. D'Attis hinted at the exhibition's expansion to more mainland cities, adopting diverse formats. In addition to the exhibition, local visitors can experience Prada beyond fashion, at Prada Cafe. According to D'Attis, developing hospitality is on the agenda for the brand worldwide, including in China, which will likely debut around next year or 2025. From high jewelry, beauty, and home decor to hospitality, Prada continues breaking category boundaries, navigating the challenging economic landscape with a solid plan for the Chinese market.

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Prada’s China ambitions behind ‘Pradasphere II’ in Shanghai