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.
