Film fantasy for Prada flagships

The Iconoclasts is a series celebrating the brand’s spring/summer 2015 collection by transforming its stores beyond recognition and taking visitors on a journey worthy of the big screen. The Grand Budapest Hotel Oscar-winner Milena Canonero joins fellow juggernauts of the screen Arianne Phillips and Michael Wilkinson and Tim Martin who were tasked with London and New York stores respectively. ‘Drawing on my background in film, photography and painting I sought to re-interpret the collection through the four elements – water, fire, air and earth – and create imaginary situations that culminate in the fifth element, human love,’ said Phillips. The result is a dreamscape of tortured worlds and sublime elemental colours that combine to create as much an exhibition as retail space. Canonero’s character manages to both dominate and complement the collection and mannequins are infused with a life of their own, contorted into a series of enigmatic poses.

The Big Picture: Consider how retail spaces are blurring the lines between consumerism, art and entertainment using our macrotrend The Convergence Economy.