The Prada Iconoclasts Installations Seeks to Reinvent the Brand

By: Rebecca Byers - Apr 24, 2015
References: theiconoclasts.prada & selectism
A series of three Prada Iconoclasts installations were recently showcased at several of the luxury fashion brand's Beijing locations. The results of this latest incarnation of the project are three dizzying, visually compelling displays that serve to reinterpret the luxury retail experience and alter the nature of the interaction between brand and consumer.

The Iconoclasts campaign sees Prada partner with "leading iconoclasts to interpret the brand's universe and visual identity of its stores," as described by the brand. The Beijing Prada Iconoclasts installations follow installments of the project in New York City, London and Paris locations during FW 2015 fashion weeks.

For the three retail overhauls in Beijing, Prada teamed up with costume designers Milena Canonero, Arianne Phillips and team Michael Wilkinson and Tim Martin.