A Prada Paradise Has Opened in Milan, and the New Destination is Both a Shop and a Museum
Envision eight floors of Prada: a multi-story complex in the heart of Milan, right next to the spectacular Duomo di Milano cathedral. The vast boutique houses everything from the Bonnie leather bag you’ve been eyeing for the office and the Nubuck mules you’d like to slip your feet into now that fall is here, to the Paradoxe Eau de Parfum you need to restock and the sleekly packaged Lip Oil your friend has been raving about.
That vision is now a reality; Prada Galleria recently opened in Milan’s legendary 19th-century shopping complex Galleria Vittorio Emanuele II, and while it may be Europe’s new go-to destination for all things Prada, this shopping landmark is far more than just a flagship store. From its meaningful location to its thoughtfully curated exhibitions, the expansive space gives visitors a glimpse into the heritage and history behind the label and the logo.
The new iteration of the Prada store is tapping into a venerable old tradition. When it was first founded in 1913 by Mario and Martino Prada, the brand was initially called “Fratelli Prada”, which means “Prada brothers” in Italian. The pair’s first leather goods shop was located right in the Galleria Vittorio Emanuele II.
In the 1970’s, Miuccia Prada, Mario’s granddaughter, took the reins of the luxury label. Still the head designer of Prada (and founder of its sister brand, Miu Miu), Miuccia directed the creation of Prada Galleria and its eight floors full of displays, merchandise, and activations that invite visitors to fully immerse themselves in the Prada universe and its past, present, and future.
This site of the original 1913 Fratelli Prada store is now the location of Prada Donna—the womenswear boutique—which has been expanded to nearly double its previous display space. Women’s collections are showcased here, along with home products, beauty offerings and an extended travel area. An underground passage connects Prada Donna to Prada Uomo, the menswear section. Called the Passaggio Segreto (“secret passage”), it is not merely a tunnel, but an exploratory exhibition in itself, filled with key moments from Prada’s history.
Estudio EA