Pradasphere II, a traveling public exhibition tracing the history and culture of Prada from its origins in 1913 to the present day, had its first iteration at the Start Museum in Shanghai, China in January 2024. Not a spectacle, but an in-depth experience of astonishing variety, the exhibition was designed to depict Prada through accumulation, close looking, and hospitality. Diverse elements reveal the themes and ideas core to Prada. Some explore deep craft and skilled making, others reveal the manifold aesthetic contradictions at the heart of the brand, while others explore Miuccia Prada and Raf Simons’s ongoing quest to challenge traditional notions of luxury. Sharing new perspectives on 110 years of history, the exhibition grants unparalleled, firsthand access into the brand’s past, present, and future.

The free exhibition is as rich as it is intimate. Drawing on the typology of the “magazzino”, it is a contemporary warehouse of content and stories with more than 400 artifacts—physical and digital—on display, drawn from the fashion archive as well as decades-long engagements across art, architecture, culture, and sport. The challenge was to tell a comprehensive brand heritage story, encapsulating a sprawling history, for the Chinese audience. The Chinese market is crowded with brand activations competing for attention, and the Prada brand is extremely nuanced and subtle. We worked to convey the cultural depth the company has achieved not only through design excellence but also through extensive experimentation in art and display, film, publishing, material research, F&B, and sport.

Our strategy was to embrace maximum generosity regarding both content and experience. While we mixed real and digital interactions, we favored the direct, intimate connection between a single visitor and a precious, historical object. Our innovation is the first principle that nothing can replace the aura and richness of something real. To that end, Pradasphere II comprises over 400 objects spanning the company's history on display without any barrier or obstruction. No bonnets, no thresholds. Adding to the immersive atmosphere, the entire experience is scored by world-renowned electronic musician Plastikman, also known as Richie Hawtin, who created bespoke sound-scapes that reveal themselves as guests move through the exhibition.

Once opened, the exhibition served as the site for over 25 unique gatherings, workshops, and events – for adults and children – all open to the public. As an antidote to the typical brand spectacle designed to convey specific marketing messages, we trusted that the audience would have a more profound experience without the marketing overlay. The objects speak for themselves. Finally, the cornerstone of the exhibition was a cafe, open to the public, where all could join in the rich life of Prada.

Walkthrough: https://my.matterport.com/show/?m=oiqhdmYJn77

Site: https://www.prada.com/us/en/pradasphere/events/2023/pradasphere-shanghai.html