Prada pop-up stores occupy windows of Boulevard Haussmann

From July 31st to August 20th Prada presents special windows for two pop-ups, featuring women’s bags and accessories and a selection of men’s accessories and ready-to-wear collections which illustrate the fashion brand’s vision of women, with messages such as “soft touch” and “the rise of romance.”

The windows project consists in a maxi billposting: a sequence of posters highlighting Prada’s view of woman’s role in contemporary society completely covers the window spaces and the building’s façade.

In addition to the eleven large and prestigious windows on boulevard Haussmann, Prada also occupies the four windows at the menswear entrance plus a window on rue de Mogador devoted to perfumes.

The men’s pop-up store, which will feature pieces from the ready-to-wear collection as well as accessories, will be made from an open, boxlike structure with a black-and-white checked floor.

The woman’s pop-up will be an enclosed space with a video screen wall on the exterior to draw people in. The curved space will be lined in pastel green, and display bags and accessories.

Faced with a decline in profits and sales last year, Prada has made pop-up stores part of its strategy to renew interest in its products, with between 30 and 40 slated for this year.