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Prada's Underground Passages: Fashion's Future Unveiled
11 Nov
Summary
- Prada's new exhibition, Pradasphere, is projected to add 100 million euros in annual revenues.
- The exhibition offers a journey through Prada's heritage, influencing customer spending.
- Prada collaborated with Axiom Space on a spacesuit prototype for NASA's Artemis IV mission.
Prada has unveiled "Pradasphere," a new permanent exhibition in Milan that immerses visitors in over a century of the fashion house's history. Located within the Galleria Vittorio Emanuele, the exhibition traces Prada's evolution from its founding in 1913 by Mario and Martino Prada.
The highly visual experience, featuring iconic A-line skirts and handbags, extends beyond nostalgia to drive commercial success. Prada projects that Pradasphere will contribute 100 million euros ($111 million) in annual revenues, with current bookings extending into the new year. Visitors are noted to spend more after engaging with the brand's heritage.
Miuccia Prada's influence is highlighted through her signature nylon bags and early runway collections, alongside collaborations that reach into art, architecture, film, and sport. Notably, Prada partnered with Axiom Space to develop a spacesuit prototype for NASA's Artemis IV mission, a testament to the brand's material expertise.
The exhibition allows only 20 visitors per hour by appointment across its eight evolving rooms. It connects various Prada spaces within the Galleria, including a secret underground passage showcasing lesser-known historical chapters and a chandelier dress created for "The Great Gatsby."
