Italian luxury brand Prada recently opened its “Pradasphere II” exhibition at the Star Art Museum in Shanghai, offering the public a retrospective journey through the brand’s rich history and archive. Located along the west bank of the Huangpu River, the Star Art Museum is a historic renovation completed in late 2022.
“Pradasphere II” marks Prada’s first comprehensive brand history and archive exhibition in mainland China. The exhibition, which debuted in London earlier in 2023, was jointly curated by Prada and New York-based design studio 2×4. Michael Rock, co-founder and director of 2×4, revealed at the exhibition that the project’s preparation spanned over a year.
The “Pradasphere” concept, introduced by Prada in 2014, alludes to the brand’s aspiration to create a universe through its historical collections and archives. The inaugural “Pradasphere” exhibition, held in London’s Harrods in 2014, subsequently traveled to Hong Kong, with plans to reach Shanghai and other Asian cities as mentioned by Michael Rock. However, it was not until nine years later that “Pradasphere” finally arrived in Shanghai, albeit in its evolved 2.0 version.
Occupying 1,800 square meters of the Star Art Museum, “Pradasphere II” transforms the space into a vast warehouse featuring a double-decker shelf main gallery and 13 distinct sub-spaces. Over 400 physical and digital art pieces are meticulously displayed, showcasing Raf Simons’ selection of over 200 Prada women’s and men’s looks, some of which have never been publicly exhibited before. Additionally, the exhibition delves into Prada’s extensive collaborations with artists, architects, cultural figures, and sports organizations.
Gianfranco D’attis, Prada’s CEO since January 2023, explained that this exhibition offers a cultural lens to understand the brand. “We could have done a ‘Pradasphere’ exhibition before the pandemic, but we didn’t because we had so much to say,” he remarked, emphasizing Prada’s confidence and self-awareness in presenting its past, present, and future.
While some luxury brands like Chanel, Louis Vuitton, Cartier, Tiffany, and Van Cleef & Arpels have already held historical exhibitions in China, Prada’s belated arrival underscores its ambition to catch up and establish itself firmly in the country’s competitive luxury market. With a 110-year history, Prada boasts a rich archive of clothing, bags, accessories, and groundbreaking collaborations across photography, art, film, and architecture.
The exhibition highlights Prada’s transformation under Miuccia Prada, who, as the third-generation family member, infused the brand with left-wing intellectual values, industrial material innovations, and cross-disciplinary collaborations. It also underscores the impact of Raf Simons, who joined Prada in 2020 as co-creative director, bringing a modern touch to the brand’s storytelling.
Gianfranco D’attis emphasized Prada’s commitment to China, stating that the brand aims to double its business in the medium term (next three to five years) and increase investment. Currently, Prada has 41 stores in mainland China, with Miumiu exceeding 30 outlets, but the brand plans to enhance not just the number but also the quality and size of its stores. “We want to make our offline spaces feel like ‘homes’ for Chinese consumers,” he said, outlining plans for larger stores offering a wider range of products, localized collections, personalized experiences, and events.
Prada’s aspirations extend beyond retail expansion. The brand debuted its PRADASPHERE Café at the exhibition, serving premium Italian coffee and pastries, hinting at future cafe openings in China. Moreover, Prada may introduce a new hotel concept globally, including in China, by 2024 or 2025.
The viral footage of Miuccia Prada and Raf Simons surrounded by adoring Chinese fans at the exhibition signals a new dawn for Prada in China. The brand is embarking on a journey to solidify its position among the top luxury players, and its strategic investments in China will be crucial to achieving this goal.
