PRADA Presents PRADA Silver Line Stops In Hong Kong

‘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.

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