Prada Dresses European Buildings to Promo Latest Collection

Not content with clothing Europe’s elite, Italian luxury fashion brand Prada has turned to "dressing" some of the most iconic buildings across Europe's most famous cities to promote its latest collection. Buildings in Milan, Paris, Amsterdam and London have been painted and dressed with the Prada brand over the last month in conjunction with Milan and Paris Fashion Week, working with creative consultancy NEWU. Edwardian buildings 'dressed' by Prada in London. The first building in Milan was unveiled on September 20, followed by the other three European cities a week later. The aim is to convey the vision for Prada’s autumn-winter season by using artistic installations that repurposed the patterns featured in the latest clothing collection. Each building, once painted, also has the phrase “Feels Like Prada” adorned prominently across their front. The Milan building. Prada has partnered with selected influencers, including Milano blogger Chiara Ferragni. Three locations were re-dressed in Paris for the #feelslikeprada campaign, and one in each of the other three cities—London, Milan and Amsterdam. The aim is to garner attention through social media, driven by partnerships with selected influencers. These include Chiara Ferragni in Milan, Young Emperors and Sulivan Gwed in Paris and Elite Model World, Susie Lau and Tiffany Hsu in London. One of three locations used in Paris. The overarching “Feels Like Prada” campaign began in July to showcase the Autumn/Winter collection to both men and women. It aims to convey the feelings, emotions, senses, intimacy and tactility of the brand as it envelopes common world objects with its style, using both physical and digital environments. “We live in a post-digital world,” commented Raffaele Bifulco, co-founder and managing director of NEWU, in a statement. “It’s precisely the luxury fashion brands such as Prada that have been the first to make most out of the opportunities presented by hybrid communication, maintaining a continuous dialogue between the physical and digital worlds in a space where digital content takes its place among the iconic monuments of our cities.” The Amsterdam building. Prada wants to maintain a dialogue between the physical and digital worlds, says Raffaele Bifulco, co-founder and MD of NEWU. While the Milan installation was undressed on October 20th, the patterns on the other three buildings will remain until October 27. Another element of the marketing campaign which was staged earlier this month, according to Chinese publication Sixth Tone, saw Prada take over a Shanghai wet market. Consumers visiting the location posed with Prada packaged vegetables and pick up branded paper bags. Elijah Wood Is a Postman in Star-Studded and Surreal Spots by Prada

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Prada Dresses European Buildings to Promote Latest Collection

The activity was part of the ongoing 'Feels Like Prada' campaign to evoke the experience of the brand

Stephen Lepitak

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Stephen Lepitak