Prada has transformed its historic flagship in Milan’s Galleria Vittorio Emanuele II into an eight-floor destination combining luxury retail, art, fashion history and hospitality, more than a century after the Italian fashion house opened its first store at the same location.
Named Prada Galleria, the revamped complex opened to the public on 23 September and brings together the brand’s women’s and men’s boutiques, exhibitions, private shopping areas, a pastry shop and spaces dedicated to contemporary art. The project was developed under the direction of Miuccia Prada, whose grandfather Mario Prada co-founded the company with his brother Martino in 1913.
“It is a way to show our DNA, our roots, our way of thinking and point of view,” Chief Executive Andrea Guerra told Reuters
At the heart of the redevelopment are Prada Donna and Prada Uomo, which were previously separate stores. Prada Donna, located on the site of the original Fratelli Prada shop, has nearly doubled its display space and now features women’s collections alongside expanded travel, home and beauty areas. The two boutiques are connected below the Galleria by a new underground tunnel known as the Passaggio Segreto, or “Secret Passage”.
The passage also serves as an exhibition space exploring episodes and eras of Prada’s history. According to Reuters, displays include silver-plated Prada handbags reworked by British artist Damien Hirst and a “Chandelier” dress worn by Carey Mulligan in the film The Great Gatsby.
Above Prada Uomo is Marchesi 1824, the historic Milanese pastry shop in which Prada acquired an 80% stake in 2014. Visitors can stop for pastries, chocolates, biscotti and espresso while overlooking the Galleria’s walkways and mosaics.
Another major addition is Pradasphere, Prada’s first permanent exhibition dedicated to the fashion house’s history. Building on temporary Pradasphere exhibitions previously staged in London, Hong Kong and Shanghai, the space presents archival objects and material tracing Prada’s development since 1913, including its connections with art, architecture, cinema, sport and culture. Visitors are required to register in advance to access the exhibition.
The complex also includes Studio, a series of rooms designed for personalised shopping appointments and private events, as well as the invitation-only Appartamento. Designed to evoke an 18th-century residence, the latter combines antique Italian furniture with contemporary photography and currently features works selected by German photographer Andreas Gursky.
On the upper levels, Osservatorio Fondazione Prada provides a space for experimentation focused on the connection between technology, contemporary culture and artistic expression.
The expansion comes as luxury brands increasingly invest in experiences designed to strengthen relationships with high-spending customers while attracting new shoppers. Guerra told Reuters that the company expects the revamped Milan flagship to generate around €100 million in annual revenue. Prada reported €5.7 billion in sales last year, while the cost of the Galleria redevelopment has not been disclosed.
