For Prada, cultural production is as important as image production, and architecture has long been one of the key ways it engages questions of community, culture, and consumption.

With the aim of creating a new cultural center in Shanghai, Prada supported the six-year renovation of Rong Zhai, an historic early-twentieth-century mansion in one of the city's landmarked districts. We developed the strategy, launch campaign, exhibition, and brand system connecting Rong Zhai's history to Prada's heritage and future. The inaugural events brought together Chinese influencers, creatives, and celebrities alongside an international cast of Prada collaborators and fashion press. Moving forward, Rong Zhai is set to function as a hub for Prada's future activities in China, beginning with the livestreamed debut of its 2018 Resort Collection.

Execution

Building exterior
Logo animation created for Prada Rong Zhai
Building interior
Exhibition view
Exhibition view
Exhibition view
Exhibition views
A series of looped animations made by 2x4 for Prada's Instagram account in advance of the opening
Footage of the Prada Rong Zhai exhibition. Video courtesy of Prada.
Highlights from the Prada SS18 Resort show, held at Prada Rong Zhai
Scenes from the opening of Prada Rong Zhai. Video courtesy of Prada.