SPRING 2014 POP UP SHOP

PRADA, a group, a brand, a designer

A GROUP, quality, re-invention, innovation

The PRADA Group is one of the world’s leaders in the design, production and distribution of luxury handbags, leather goods, footwear, ready-to-wear apparel, accesso-ries, eye wear and fragrances. The Group owns some of the most prestigious international brands: Prada, Miu Miu, Car Shoe and Church’s.

The Group operates in 70 countries through 388 directly operated stores, 30 franchise stores and a network of selected high-end multi-brand stores and luxury depart-ment stores.

Prada’s distinctive features and prestige derive from its particular industrial process management which allows the Group to offer its customers products of unequalled quality, creativity and exclusivity.

A focus on quality permeates every aspect of the Group’s business. The individual heritage and identity of each brand is rigorously defended with the Group’s designers and craftsmen being constantly challenged to keep tradi-tion alive through a continuous process of re-invention and innovation. Each step of the process, both inside and outside the company, is carefully monitored in order to guarantee uncompromising quality.

The result is an exclusive relationship between each cus-tomer and the PRADA Group brands, its products, its communications and its stores. This is why customers recognize in Prada’s products a personal and important part of their desire for self-expression and communication with the world around them.

A BRAND, distinctive originality

The Prada brand was created in 1913 by Mr. Mario Prada and has since become one of the most prestigious and widely-recognized brands in the fashion and luxury goods industries. The brand’s iconic trademarks, which are read-ily recognized around the world, incorporate the Savoy coat of arms and Savoy figure-of-eight knot, reflecting its heritage as an official supplier to the former Royal family of Italy.

Introduced in the 1980s, Prada’s famous black nylon bag with the signature triangle logo has been an enduring classic, with both the nylon bag and the logo becoming icons in the brand’s history.

Prada brand represents the best of Italian culture and tradition, sophisticated style and uncompromising quality, and as one of the most innovative fashion brands we are capable of re-defining “the norm” and setting new trends.

The Prada brand’s distinctive originality is built on its unique approach to style, craftsmanship and constant innovation in materials and designs, as they unceasingly exert creativity in the development of fashionable designs, sophisticated fabrics and innovative production tech-niques.

At the heart of the evolution of fashion, Prada has been a sophisticated interpreter of its times and a forerunner of style and trends. The Prada brand targets an international customer base that is modern, sophisticated, attuned to stylistic innovations, and expects craftsmanship of the highest quality.

A Designer, ahead of its time

Miuccia Prada is a fashion designer by profession, but she’s also an art curator, film producer, fledgling architect, conflicted feminist, avid consumer and unreconstructed socialist. Meet the modern woman.

Famed fashion designer Miuccia Prada was born Maria Bianchi Prada on May 10, 1949, in Milan, Italy. She was the youngest granddaughter of Mario Prada, an unlikely inheritor of her family’s business. A former member of the Italian Communist Party, Prada attended the University of Milan, where she made a name for herself as an ardent feminist and earned a Ph.D. in political science.

Prada began gaining popularity in 1985, when she un-veiled a series of black nylon handbags with understated labelling—a stark contrast to the logo heavy clothes that dominated the fashion world at the time. Four years later, Prada, who has no formal fashion training, introduced a line of ready-to-wear women’s clothes that she called “uniforms for the slightly disenfranchised.” Critics and consumers ate it up, and by 2002, it was reported that Prada had annual revenues of more than $1.9 billion.

Much of what set Prada apart from the rest of the fashion world is her seeming disregard for the fashion industry. Prada has always blazed her own trail and demonstrated a fearlessness in trying new styles. Her experimentation once included a raincoat that was transparent until it be-came wet, at which point it turned opaque.

In 2010, Prada received the McKim Medal Laureate for her collections, are completely an expression of herself.

PRADA, spring 2014 collection

PRADA, a spring 2014 pop-up concept

Prada SS 2014 Design Directive

The Prada Spring 2014 collection was commissioned after a global research in conjunction with 2×4 design firm.The brand’s latest creative collaboration named “In The Heart of Multitude” Prada invited muralists Miles “El Mac” Gregor, Mesa, Gabriel Specter, Stinkfish, and illustrators Jeanne Detallante and Pierre Mornet to paint the walls where the fashion show took place.

The murals and illustrations did a wonderful job of setting the mood for the runway show and created an ideal background for all of the colours displayed throughout the 2014 Spring/Summer women’s collection. The murals themes were of:

-FEMININITY -REPRESENTATION -POWER - MULTIPLICITY

Muccia Prada Vision

In many ways this project contradicts the prevailing cultural condition where everyone is somewhere else, connecting through social media. By insisting on real paintings instead of digital reproductions, Miuccia Prada is fostering the creative energy that can only happen when everyone is physically working together in one space”.

Prada’s employed the artists to communicate her vision of the new power woman. “I saw them as strong, visible fighters. We need to be fighters in general. There is this debate about women again, and I want to interpret it. My instrument is fashion. I use my instrument to be bold. I had this idea that if you wear clothes so exaggerated and out there, people will look, and then they will listen.” She laughed. “It’s a sort of trick.” Then the designer added, “I want to be nasty.”

A Spring Pop-Up Concept

Having growing up in Detroit, the first mural I had seen was Diego Rivera’s cycle called “The Detroit Industry”. The fresco is a tribute to the city’s manufacturing base and labour force of the 1930s.The mural cycle begins on the east wall, where Rivera uses the image of a baby growing in the bulb of a plant to remind us that all human endeavour is rooted in the earth. The women on each side are fertility figures holding fruits, vegetables, and grains grown in MichiganI will never forget standing in that space, surrounded by the grandeur the artist created in this vast space.

My vision for this Pop-up shop is to use the art of the Muralists, large and powerful as a background canvas. I want people to feel, walking through, as I did and as Prada intended, immersed by the new power women, gripping the emotions of representation, power, feminism and multiplicity. A I stood in that space where Rivera painted his cycle, the sun shinning down through those enormous steal beams that held the massive architecture evoked within me very similar feeling that Prada intended for this collection.

My concept is to juxtapose the feeling of massive raw beams against the imagery of the murals. While Prada, very often, an innovator ahead of her time, guides my inspiration to be drawn to futuristic massive structures with feminine lines.

PRADA, Inspiration Board

PRADA sp ‘14 pop-up

A Prada SS 2014 Pop-Up Concept

Layout Details:

-Octawall system holding 2 large prints replicas of the Prada SS 2014 mural collection

-A cash wrap solution with a museum case, storage system for shopping bags and 2 register drawers.

-A perimeter wall concept accommodating for hanging and folded goods as well as mannequin display,

-A swivelling nesting table concept displaying the theme of the collection

-An artistic architectural design element, incorporating shelves and slanted hanging racks allowing for the hanging of tension fabrics of various murals from the collection or campaign adds which can be interchanged depending on locatio,

This concept juxtapose the feeling of massive structures against the imagery of the murals. They are finished with dark bronze aluminium riveted aluminum, to make them lightweight while still keeping the same look and feel of luxury.

PRADA, Floor plan layout, layout detail

8"3'

-6"

6'-0"

1'-5"

1'-0"

4"

1'-4"

8"

7"

2'-1

1"

1'-3

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1'-5"

6 3/

4"1'

-1 1

/2"

Plan View

Camer View 1

Camer View 2

Camer View 3

PRADA, Window Concepts

A Spring Pop-Up Window Concept

Muccia Prada has always been a political creature with an activist impulse in the art world. On the night of the S/S 2014 fashion show, she commissioned those muralists to inspire women to struggle. She picked up on tribalism concept for feminism statement with models with graffiti eyelids and street/sport elements to the collection. The way the clothes were infected by the murals energized them as well as the theme song that was playing, made by Britney Spears “Work, bitch work!” The men show couldn’t have contrasted more as Miuccia made her males essentially passive, participants in a dreamy, erotic revery.

Following after the collection and statement, I have 2 contrasting windows opposite to each other. On the left, inspired by her man fashion is the backdrop of a Hawaiian vacation. Men seemingly at rest from work on steal beams, are slouching and enjoying a break. On the opposite side, similar elements driving the eye upward are a series of floating staircases where powerful imagery of business women hard at work are climbing to the top.

Construction Materials- Men Window

We have all seen men hard at work on skyscrapers beams but these men are in a reverie where in the distance you see Hawaii and feel tropical heat. These men, mind high up in the sky are comfortable and having a break. As the Prada ensigna made from metal with rivets, theses beams aren’t made from steal but lightweight riveted aluminium in brown finish with terracotta nuances. Attaching them is dark brown leather cords. The lit fog of the coloured spotlights in orange, yellow and blue, casted through the Spanish moss hanging over the beams gives a magical feel or surrealist day dream. The backdrop, inspired from city scape is made from stretched fabric over aluminium frames.

Construction Materials- Women Window

These women are not even starring at you, on their way upwards they are fierce and energetic. The powerful imagery of the murals of the fashion show is an enticing backdrop, while they are also in a lucid dream. One where they are unstoppable, everywhere at once and in comfortable but business attire with modern briefcase in hands. The floating staircase is made from riveted aluminium in a brown finish and has Spanish moss hanging from it.

Window Inspiration

PRADA, Window Concepts Continued

Men Window Concept Details Women Window Concept Details

Men Look

Women Look

ViewFinder

Overview

Materials

2'-0"

1'-4"

4"

1'-0"

2'-0" 2'-0" 2'-0"

6'-8

"

5'-5

"

Ø 2 3/8"

PRADA, Fixture 1 Nesting Tables

ViewFinder

Closed

Side View Front View

Top View

Pivot Point

Open

PRADA, Fixture 2 Hanging Rack with shelving

Front View

Back View

Men and Wowen Hanging Rack With Shelving and lighting

ViewFinder

Front View

Top View

Right View Logistics

Construction Details

Stretched Fabric

Light

PRADA, Hanging Rack Details

Rubber Pads

Groved insertion Point

Male/Female connection

Slanted Hanging Rack

Brown Leather shelving

6'-0"

1'-4

"9'

-9 1

/8"

3'-6"

5'-9

1/2

"

ViewFinder

PRADA, Wall system

6'-0"

1'-4

"9'

-9 1

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3'-6"

5'-9

1/2

"

6'-0"

1'-4

"9'

-9 1

/8"

3'-6"

5'-9

1/2

"

Front View

Top View

Side View

www.kawneer.com

Modular Wall System

This wall system is comprised of 6 types of units.3 Units are 6 feet wide and 3 are 3’6” wide. They either fit the top, center or bottom.

They are made of MDF covered with triagular shape anodized Dark Bronze riveted aluminum and are light weight. They are a connected with 2 in. wide brushed brass rods. The hanging rods are 1 inch wide.

www.kegworks.com

www.kegworks.comwww.kegworks.com

PRADA,Cash Wrap

ViewFinder

8"3'

-6"

6'-0"

1'-5"

1'-0"

4"

1'-4"

8"

7"

2'-1

1"

1'-3

"

1'-5"

6 3/

4"1'

-1 1

/2"

8"3'

-6"

6'-0"

1'-5"

1'-0"

4"

1'-4"

8"

7"

2'-1

1"

1'-3

"

1'-5"

6 3/

4"1'

-1 1

/2"

Plan View Drawers

Brown leather covered shelving

Bark Bronze iodixed Riveted alumini-um covering MDF

Glass Case

www.lockandhinge.com

PRADA,Signage Red mirrored acrylic letterfront that is side lit giving off a pale

yellow Glow

Words spell out this season collection

themePower, Femenin-ity, Multipicity, & Repesentation

Men / Women Riveted Aluminum Plackardin different finishes with acrylic lettering

Red Mirror Acrylic

Prints of the murals on Eco Friendly fabric

Logistics Eco-Trapeze® is made from 90% Recycled Polyester/10% Spandex, making it an environmental friendly version.

Vendor:

http://www.dazian.com/product-details/?sku=Eco-Trapeze%C2%AE&variantSku=&categoryId=70&subCategoryId=84&catalog=Dazian