Prada has invaded the iconic Parisian departmental store, Galeries Lafayette on Boulevard Haussmann in the 9th arrondissement with special window displays and two pop-ups, featuring women’s bags and accessories, and a selection of men’s accessories and ready-to-wear collections.
The 11 large and prestigious window displays make up a maxi billposting of sequential posters highlighting the brand’s view of the woman’s role in contemporary society. The project that completely covers the window spaces and the building’s façade is linked closely with Prada’s Autumn/Winter 2017 runway show and its setting, in which the indoor and outdoor boundaries overlap and influence each other.
The window dressing assumes a domestic vibe through the use of wood panelling, dividing the spaces into two distinctive sectors augmented with the use of strong and contrasting colours. On one side is the product with a ‘private’ attitude, whereas the other consists of posters that ‘publicly’ communicate the brand content.
Complementing the window displays are the two pop-ups on the ground floor in the two main entrances to Galeries Lafayette. The woman’s pop-up presents a ‘private’ setting of a round, shell-like video wall, drawing attention to while simultaneously, cordoning off the snug, intimate retail space decorated in iconic pastel green. Juxtaposing the women’s pop-up is the men’s, completely visible through a grille structure with black-and-white chequered flooring that delimits the space to offer a ‘public’ setting.
Prada has also occupied the four windows at the menswear entrance, and a window on rue de Mogador devoted to perfumes, as well as the skybridge that links the two buildings, decorated with a special giant version of the Prada’s iconic Trick Robots, available by special order.
The Prada window displays and pop-ups will be available at Galeries Lafayette until 20 August.