At the end of July, Prada will revamp the windows of the central Parisian department store, Galeries Lafayette, in support of the launch of two new pop-up stores on the lower floor of the department store - one for men and one for women, writes Footwear News.
From July 31 to August 20, eleven windows of the luxury French department store located on Boulevard Haussmann in Paris will be adorned with Prada posters focused on femininity. The slogans of the advertising campaign were “soft touch” and “flourishing of romance”.
Posters will also cover the facade of the building. The central showcase, which faces the street, is dedicated to advertising Prada perfume. And the skyscraper between the two main buildings will be decorated with a giant version of the Prada Robot (the brand recently launched the Prada Robot Collection, one of which features a cartoon image of a robot).
Showcases will advertise the current Prada collection.
The men's pop-up store, where the brand will present a collection of clothes and accessories, will be made in restrained black and white colors.
The women's pop-up store is organized as an enclosed space, on one of the walls of which there will be a video screen outside to attract visitors. The space will be decorated with pale green lines. In this store, the brand will present bags and accessories.
Prada ad posters are taking over the Parisian department store in the wake of a massive campaign by Italian jewelery brand Bulgari, which this month posted video screens on the store's gable.
Faced with declining sales for its brand, Prada has relied on pop-up stores to revive consumer interest in its products for 30 to 40 years.