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Prada opens new store in Vienna
May '14
Prada has just opened in Vienna, inside a prestigious historical building between Bognergasse and Seitzergasse, a new store dedicated to women’s and men’s ready-to-wear, leather goods, accessories and shoes collections.
Designed by architect Roberto Baciocchi, the 1430 square-metre store extends over two floors and reinterprets the architectural codes of the brand while respecting the heritage of the building.
The visually striking external façade enhances the image of the store; large windows alternate with the three entrances (one on Bognergasse, opening on the men’s collectionsarea, the other two leading to the women’s area), while the windows of the first floor offer a glimpse of the inside.
The women’s collections of bags, accessories and shoes are showcased in a feminine environment, featuring the signature black and white-chequered marble floor, green fabric-clad walls and high furniture with black marble base, drawers and narrow framing. Two side rooms give onto this central area: one with green velvet sofas and niches cut into the green fabric-clad walls displaying shoes, and a more intimate space entirely clad in black Marquina marble, dedicated to accessories.
The ground floor men’s area is dedicated to leather goods. The masculine character is expressed though the black Marquina marble floor and by orange encaustic walls, werepalladium-plated displays reinterpret the signature Prada niche creating a modern and dissonant effect. The bright colours of the saffiano leather highlight the pattern of the display counters.
Two impressive black Marquina marble staircases lead customers up to the first floor, to the areas dedicated to shoes and men’s and women’s ready-to-wear.
The space showcasing the women’s ready-to-wear collections features a series of marble portals, bright skylights and perspex tables with unusual geometries contrasting the softness of the green fabric-clad walls and the sinuosity of the “Cover leaf” sofas designed by Verner Panton and reproduced exclusively for Prada.
The area dedicated to the men’s shoes and ready-to-wear collections features ebony floors and walls decorated with mirrors, light palladium-plated and crystal glass frames to showcase the products and green and blue ostrich-leather seating.


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