Prada Silver Line rolls out in Macau

Adopting a rail theme, Prada has unveiled an itinerant retail project, “Prada Silver Line”, at Galaxy Macau.

It runs until January 4, then will steam off to other destinations around the world. Different items will be developed for each city the Silver Line visits.

With an illuminated platform, the pop-up draws inspiration from American train sets of the ’30s to ’50s. The imaginary railway station includes a train coach with metal outer shell that houses the main product display space. Floral-patterned red silk brocade tapestry and black-and-white checkered marble flooring, as appears in all the brand’s boutiques, embellish the space.

Prada Silver Line Macau 1

Around and outside the coach are rail-inspired installations including life-size Prada robots and a ticket booth, which serves as a concierge service where customers can arrange delivery of purchases to their homes.

A “Macau St” sign marks the retail space, a reference to the first stop for the train on its international journey. Throughout next year the retail project will travel throughout Asia, Europe and the US, starting with Dubai late next month.

To mark the project, the brand presents a range of exclusive products including women’s bags and accessories. In particular, the Prada Cahier bag is reinterpreted in three new styles using exotic leathers.

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