'Feels Like Prada' animates façades and objects with hypnotic geometric patterns

As part of the Italian fashion house’s Fall/Winter 2021 campaign, everyday surfaces have been decorated with the new collection’s motifs, to craft a feeling that is truly ‘Prada’.

by Jerry ElengicalPublished on : Sep 30, 2021

To promote Prada’s Fall/Winter 2021 campaign, the Italian luxury fashion house has transformed the façades of buildings across the city of Milan into immersive installations, featuring mesmerising geometric patterns that echo the company’s bold prints and designs. Endeavouring to capture the soul of the Fall/Winter collection and its accompanying promotional strategy – titled Feels Like Prada, the installations are accompanied by similar smaller-scale interventions on product packaging, banners, and walls, among other spaces. Manifesting the fantasy portrayed in the FW21 campaign, which depicts various surfaces being overtaken by the collection’s textures and patterns, the project seeks to infuse urban spaces with an atmosphere that is quintessentially Prada.

  • The campaign animates buildings and everyday objects with bold geometric motifs that capture the essence of the Fall/Winter collection | Feels Like Prada Installations | STIRworld
    The campaign animates buildings and everyday objects with bold geometric motifs that capture the essence of the Fall/Winter collection Image: Courtesy of Prada
  • Prada’s FW21 collection has been promoted through a series of photographs taken by David Sims | Feels Like Prada Installations | STIRworld
    Prada’s FW21 collection has been promoted through a series of photographs taken by David Sims Image: Courtesy of Prada
  • Presented as a sequence of image reels, the campaign outlines independent narratives that explore the evocation of feeling | Feels Like Prada Installations | STIRworld
    Presented as a sequence of image reels, the campaign outlines independent narratives that explore the evocation of feeling Image: Courtesy of Prada

As captured in photos by British fashion photographer David Sims, the Fall/Winter 2021 Prada collection, designed by Co-Creative Directors Miuccia Prada and Raf Simons, has been described as an “exploration of the evocation of feeling”. Showcased through a series of images arranged in reels, each outlining an independent narrative, the advertising campaign supporting the collection creates an abstract, complex ensemble that is ‘multifaceted and vibrant, sensorial and intensely emotional’, as stated by the organisation in an official release. At the heart of the collection is a celebration of the tactile and sensorial, following a time when such experiences were restricted due to public health concerns imposed by the pandemic. To this end, the collection expresses desire for sharing, contact, and forging relationships. Experimental initiatives across the cities of Florence, Rome, Paris, London, New York, Shanghai, and Tokyo, triggered by this initial spark, will subsequently accompany the campaign - creating a resonating play of aesthetic and semantic references.

The first few interventions in Milan modify and multiply their surrounding urban panoramas | Feels Like Prada Installations | STIRworld
The first few interventions in Milan modify and multiply their surrounding urban panoramas Image: Courtesy of Prada

The first pair of ‘activations’ at Via Spallanzani, 18 and Via Casale feature motifs in black and white geometric monochrome and wool-like weave patterns with purple highlights respectively. In this vein, the installation billboards transform and multiply the surrounding urban panoramas with the motifs of the collection - with visible hints towards fabric patterns and prints commonly seen in fashion design. Further installations have been planned in bakeries and delis within the lineup of participating cities. Bakeries in particular will be a hotspot for such activations across the various cities involved in the campaign - where bread packaging, walls, as well as vegetable and fruit crates will be dressed with the campaign’s visual identity.

  • Further activations have been planned in bakeries and delis across several major cities | Feels Like Prada Installations | STIRworld
    Further activations have been planned in bakeries and delis across several major cities Image: Courtesy of Prada
  • Everyday objects and surfaces such as walls and packaging will be animated by Prada’s bold graphic designs | Feels Like Prada Installations | STIRworld
    Everyday objects and surfaces such as walls and packaging will be animated by Prada’s bold graphic designs Image: Courtesy of Prada

Bursting with playfulness and spontaneity, the activations physically and digitally re-fashion public spaces and quotidian objects - essentially, surfaces that can be touched and felt, through the lens of the FW21 campaign. Embodying Prada’s fluid nature that has always adapted to changing times, the campaign unites the underlying threads that bind the brand’s identity across history, to capture a moment that truly ‘Feels Like Prada’.

  • The initiative exudes playfulness and spontaneity, reflecting a desire to share and forge relationships | Feels Like Prada Installations | STIRworld
    The initiative exudes playfulness and spontaneity, reflecting a desire to share and forge relationships Image: Courtesy of Prada
  • ‘Feels Like Prada’ reflects the brand’s ever-changing identity while uniting common threads throughout its history | Feels Like Prada Installations | STIRworld
    ‘Feels Like Prada’ reflects the brand’s ever-changing identity while uniting common threads throughout its history Image: Courtesy of Prada

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