Luxury like no other

The content of the exhibition echoes with D'Attis' explanation of the brand's cultural and artistic achievements, and as well as its breakthrough creations, such as the Prada films shot by famous directors and never-before-displayed documents pertaining to major architectural projects. It also features Re-Nylon looks via films from the brand's collaboration with National Geographic.

Another reason for holding the exhibition in Shanghai is to establish closer communication with Chinese consumers, and to continue to cultivate this promising market in the future.

"China is a very strategic market for Prada, and we're doing extremely well. The ambition is to basically double our brand exposure in the midterm future, and to invest more in China, in Pradasphere II, in communication, and in the distribution network; it's a reality. We want to make it work," D'Attis says.

Since its arrival in the country in the 1990s, Prada has slowly penetrated the important Chinese luxury market.

From the 2017 restoration of the Rong Zhai, a historical garden residence in Shanghai, to this year's cooperation with the Chinese women's football team, its approach confirms the brand's focus on the Chinese market.

Meanwhile, market feedback is also positive, with financial reports for the first nine months of 2023 indicating that the Asia — Pacific region, including China, grew by 21 percent year-on-year, according to the Prada group.

"I have been visiting China every two months, and each time I find that the Chinese consumer is evolving. By visiting frequently, we have always had the opportunity to improve, to launch specific products for the market, to improve all kinds of experiences in stores, and to improve how to engage better with our customers. And that's why Prada is so successful in China," D'Attis says.

"So through Pradasphere II, we want to message the Chinese consumer, as well as the world, that Prada is about the importance of substance and culture, which is about Pradaism," he adds.

In order to further cultivate the Chinese market, D'Attis plans to launch more product and service categories, and increase the number of stores.

"I think we want to cover markets where we are underrepresented, we want to improve our existing stores and enlarge them, integrate more contemporary luxury concepts, integrate categories," D'Attis says.

Following the recent launch of two new categories — fine jewelry and a home collection — D'Attis is also considering launching more hospitality options, like Prada cafes in existing stores, in China in the next two years.

"We believe that in China we have further potential to develop the business. We know the customer very well, and we believe we can further the market share by improving relations with our customers and launching new products and services as we are doing now here with Pradasphere II. This is our commitment to the Chinese consumers, to offer them a better kind experience overall," he adds.