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Fashion brand Prada opens store in Shanghai
16
Sep '13
Alongside the inauguration of the prestigious International APM Mall, Prada opens a new, important store within the property, which is the brand's fourth point of sale in the city of Shanghai.

The space, designed by architect Roberto Baciocchi, occupies a total surface of 1,250 square metres on two levels, and offers women's and men's leather goods, accessories, footwear and ready-to-wear collections.

The impressive 65 metres long outer storefront - which pays tribute to the artist Carlos Cruz-Diez - is clad in burnished and matte gold helical metal panels, which follow the contour of the tower on the right side of the mall's entrance, rising for 35 metres.

The interplay of lights and shadows created by the metal panels is emphasised during the day by the storefront's cladding - thanks to the different depths of individual panels that grow in size as they rise - and further enhanced by backlighting at night.

This volume dominates an imposing colonnade, rhythmically arranged in a sequence of full and empty volumes, that defines the two external entrances, windows, light boxes and full-height glass panes through a view of the upper-floor display space is unveiled.

On the ground floor, three entrances lead to the women's collections display, presented in four environments, each with its own special identity and atmosphere.

The first area is characterised by the historic black and white chequered marble floor that evokes Prada's brand identity, by pale green fabric walls with display niches dedicated to bags and accessories and by polished steel counters with coloured saffiano leather drawers. The second environment features walls covered in black marble, which frame the thin polished steel display fixtures. A wide marble staircase, embellished by bronze mirror walls, leads to the upper floor.

In the third area, a green fabric curtain wraps around the perimeter dedicated to fixtures made of transparent perspex panels that display the ready-to-wear collection; light-coloured carpeting, green velvet sofas and crystal tables complete the decor.

The area dedicated to footwear ends this sequence of rooms.

The second floor, with large windows looking onto the exterior, presents the men's collections. The store has an area dedicated to the men’s “Made to Measure” collections. This environment is defined by a strong masculine character, given by the choice of ebony hardwood flooring, dark brown carpets and cotto-coloured sofas. Wall-mounted palladium- coloured metal displays and counters with drawers in saffiano leather also highlight the sophisticated atmosphere of the areas offering ready-to-wear and footwear.

Prada


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