PRADA first store was opened at Galleria Vittorio Emanuele II by Mario Prada opened in 1913. In recognition of this centennial, and the fundamental place Milan holds in the company’s collective psyche, Prada is refocusing on its point of origin, and building an expanded presence in the ancestral home. The new “Prada Galleria” will have a flexible layout and new sales space, the Fondazione Prada, areas for events and the headquarters of the Prada Group, that will bring new energy to Milan's historic center and help revitalize an exquisite urban landmark.
On July 20th 2013 Prada will open the first phase of a project that includes the renovation of an entire quadrant of the Galleria facing the historic central intersection diagonally adjacent to the existing Prada store. In fulfilment of the bid for tenders launched by the municipality, Prada is undertaking some major refurbishment of the building, including the facades and all the interiors. The operation will effectively constitute an overall redevelopment of the entire structural complex and its layout: from the general reconditioning to the installation of a highly efficient and modern heating and air conditioning and security systems. The “Prada Galleria” can today boast avant-garde technology both in terms of respecting the uniqueness of the architectural context and current legislation, and from the point of view of energy savings, thus establishing an example of careful planning.
This melding of historic preservation, technological innovation and bespoke detail is characteristic of Prada’s approach to architecture with projects that range from the on-going historic renovation of Ca’ Corner della Regina in Venice as a home for exhibitions curated by the Fondazione Prada, to the development of innovative free-standing buildings by architects such as Rem Koolhaas/Office for Metropolitan Architecture (OMA) and Herzog & de Meuron. The promotion of historic structures in a contemporary key, with the aim of creating lively and functional spaces in the place of monuments abandoned by any form of social activity, is one of the distinctive features of Prada's culture. Of note is OMA/Rem Koolhaas's transformation of an early 20th-century industrial site in Largo Isarco in Milan into a new art center complex for the Fondazione Prada. The project involves the revitalization of seven historic industrial structures as well as the construction of a 7-storey tower to house spaces for the permanent collection and a restaurant; an auditorium for events, concerts and film festivals and a separate block called the “Ideal Museum” for temporary exhibitions.
With this project, Prada is making a new commitment to the city that has been its home for one hundred years and restating its central position in the Milanese culture. If Mario Prada’s shop was the point of origin, in 1913, the new “Prada Galleria” project is a statement about both the changing fortunes of the parent company and the growth of fashion culture. It is an expression of how a classic Milanese fashion company has grown into a global enterprise.
Phase one of the project includes the new shop on the ground floor dedicated to the men’s collections. While the space is designed to reflect the elegance and sophistication of the original Galleria shops, it also benefits from advanced retail technology systems Prada has developed throughout its global retail network. Later phases to open will include a restaurant on the mezzanine, the restoration of the inner courtyard; and the conversion of the upper floors as exhibition spaces for the Fondazione Prada and headquarters of the Group. The Fondazione floors will be outfitted with state-of-the-art exhibition and display facilities, lighting, climate control and social fixtures to support public art exhibitions, performances, presentations, and symposia. When complete, the new “Prada Galleria” will bring a broad range of retail, lifestyle and cultural experiences back to the heart of Milan, create new public venues to participate in art and culture, and restore one of the most magnificent public spaces and architectural landmarks in Italy.
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