Eye before you buy
New York – Prada has launched a pre-sale pop-up at its Broadway flagship to highlight pieces from its autumn/winter 2016 collection.
- PradaVision enables customers and clients to access the collection before it is officially released
- The pre-order event coincides with the Metropolitan Museum of Art Costume Institute Benefit Gala
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PradaVision at Prada, New York
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PradaVision at Prada, New York
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PradaVision at Prada, New York
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PradaVision at Prada, New York
Luxury brands including Burberry, Tom Ford and Vetements are breaking free from the fashion calendar by making their collections immediately available to buy.
While Prada has not jumped on the bandwagon, its PradaVision concept enables customers and clients to pre-order garments from its autumn/winter 2016 collection months before its official release in stores.
Prada’s Broadway flagship has been transformed to recreate the atmosphere of the catwalk show with a focus on one-on-one customer service. The space features graphic wallpaper designed by artist Christophe Chemin and 50 monitors that show content from Prada collaborators including Willy Vanderperre, AMO and 2x4.
The Big Picture
In the digital age, the runway is no longer just an event for fashion editors. Brands including Louis Vuitton are creating immersive phygital experiences that enable consumers to experience the thrill of the catwalk show.
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