‘Prada Silver Line’, an imaginary railway station, stops at the Garden Court of the Pacific Place shopping mall in Hong Kong, hosting a selection of women’s and men’s bags and accessories. ‘Prada Silver Line’ is an itinerant project, which debuted in Macau last December, offering customers the chance to acquire a selection of exclusive products which are chosen for each leg of the journey.
The installation covers a total area of about 147square meters and is designed as a dream-like container; it represents the image of Prada on the move, drawing inspiration from the brand and its fundamental codes, such as travel and modernity. The concept is a reconstruction of a portion of an ideal train in which the various target aesthetic themes are combined in a single design. The exterior is a metal shell reminiscent of the American Streamliners of the ‘30s and ‘50s. The interior features walls covered in floral-patterned red silk brocade to create a luxurious, romantic look. The setting is completed by the iconic black-and-white chequered floor which characterises Prada stores around the world since1913.
Around the train, the illuminated platforms host a series of small installations that complement the main aesthetic experience embodied by the train: Prada Robots become porters pushing luggage trolleys, and the ticket kiosk turns into a concierge to organise visits to the pop-up store and deliver purchases to customers’ homes. Exhibition ends 29th April 2018.