Prada x Showfields — Mengyao Yu

Prada x Showfields

Retail Space Design

Individual

2022

Instructor: Diego Kolsky

Prada x Showfields’ Shop in Shop is an experimental challenge to re-think a new systems, at the intersection of society, art, and culture, giving birth to fresh ideas for a flourishing inclusive and thoughtful future for the young generation. The fusion of these ideas allows for a bolder attempt at a futuristic vision at Showfields. Visitors can feel the impact of this attempt in the scene and experience in the retail.

Feels Like Prada is an exploratory extension of the brand. It aims to target various products, activities, packaging… which are different from high-end consumer groups. To show Prada's outlook for future market possibilities. In the past ten years, the Feels Like Prada theme activities have spread all over the world, which has brought extraordinary brand influence, allowing more diverse consumer groups to see Prada's creativity based on different cultural backgrounds.

Showfields focuses on the experience of young people in modern art and culture. From its brand identity, you can easily find a lot about the application of modern pop art in the retail experience. The use of black and white lines to express the sense of distorted space, and the presentation of free colors in the retail space express the concern of young groups in the retail space for self-perception. People are eager to find the vitality and attitude of truth and goodness in modern life. We hope to build a retail space that fits this experience, where visitors can be inspired and feel the positive impact of pop culture on attitudes towards life.

In the Showfields, there is a vertical shuttle experience of different spaces. After entering from the gate, visitors will first take the elevator to the top floor. Then go through the slide to the Feels Like Prada area.

The Prada x Showfields retail space focuses on secondary packaging for fruit and vegetable mixed drinks and brunch meals. It is an immersive experience service area. Visitors travel through the vertical space of the Showfields and enter the retail space from a twisted slide. The presentation of free colors on the fruit and vegetable shelves will give people a strong impact.