PROJECT DESCRIPTION

Pradasphere II is a traveling public exhibition tracing the history and culture of Prada from its origins to the present. Diverse objects and design elements reveal core ideas and themes central to Prada. Some explore deep craft and skilled making, others reveal the aesthetic contradictions at the heart of the brand, while others explore Miuccia Prada and Raf Simons’s ongoing quest to challenge traditional notions of luxury, granting unparalleled access into the brand’s past, present, and future.

Drawing on the typology of the “magazzino”, it is a stylized warehouse of over 400 artifacts on display, drawn from the fashion archive as well as decades-long engagements across art, architecture, culture, and sport. The challenge was to tell a comprehensive brand heritage story for the Chinese audience in a market crowded with brand activations. We worked to convey the company's cultural depth through extensive experimentation in art and display, film, publishing, material research, culinary tradition, and sport. Our goal was maximum generosity regarding content and experience. While we mixed real and digital interactions, we favored the direct, intimate connection between individual visitors and precious, historical objects. Our first principle was true immersion—nothing can replace the aura and richness of the real.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Immersive

Primary Role of the Designer: Unknown (NA) / Other (if other, please explain)

Client Relationship: Unknown (NA) / Other (if other, please explain) Collaborators, Design Consultants

Intention of the Project: Unknown (NA) / Other (if other, please explain) To bring the forty-year career of Miuccia Prada, and the depth and breadth of Prada’s cultural production, to life for new audiences

Development Budget: More than $50,000

Production/Execution Budget: More than $100,000

Source of Funding: Client

Typefaces:

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Michael Rock; Sung Joong Kim; Chris Kupski

Art Director:

Designers: Valeria Paez Cala; Ha Dao; Paul Hoppe; Tim Gambell; Ingrid Schmaedeke; Nancy Hu; Mizuki Hanada; Florian Mewes; Kenny Zhang; Donnie Luu; Anna Kulachek; Osvald Landmark; Cyrus Cumming; Kartik Tuli; Chase Booker

Researchers:

Developers:

Copywriter: Michael Rock; Margot Weller; Molly Ono; Noemi Iten; Suleman Anaya; Karen Van Godtsenhoven

Illustrator:

Photographer:

Printer:

Producer: Activation Events; Hi Production

Other Credits: Miuccia Prada - Curator; Raf Simons - Curator; Chiara Assanelli - Project Manager; Adriana Gelves - Project Manager; Plastikman - Soundscape; Special Thanks to: Fondazione Prada, Start Museum, Albert Watson, Damien Hirst, Andreas Gursky, Luna Rossa, Prada Pirelli Team, Pasticceria Marchesi, Prada Group Team

Return to the Gallery