Prada is a luxury fashion house specialising in ready to wear leather and fashion including accessories, shoes, luggage and perfumes etc. The company was founded in 1913 by Mario Prada and is based in Italy and has over 250 boutiques worldwide with a revenue of 3.59 billion Euros.
Brief
In store hoarding graphics, lift graphics and bespoke borders were needed for a Prada take over campaign in a major London retailer – “Pradasphere”.
Installation
Teaser graphics for the campaign were produced in advance and installed in store. The final campaign featured hoarding graphics, lift graphics and bespoke borders.
The removal of the existing graphics in store and the installation ready for the reveal of the new campaign happened over one night on 29 April 2014.
Analysis
Once we received the artwork as to what was required the PressOn team discussed how best to achieve the desired effect. Prada and their associates trusted us to decide on how best to achieve what they wanted.
All graphics were to have a matt finish and due to the large expanse of black required this can cause issues when printing as the black can sometimes band. The design to go on the black was pale grey and white; therefore we decided to provide a premium look we would print white direct to matt black vinyl.
The communication between the different companies involved in this campaign was key to a successful outcome. The time differences between the USA, UK and Italy were challenging and as always deadline were tight.
Outcome
The Prada campaign was extremely successful with press overage received in The Independent and Vogue.
