WWD.com/fashion-news/fashion-features/prada-goes-to-basel-532696/
government-trade
government-trade

Prada Goes to Basel

Miuccia Prada is once more in an experimental mood.

View Slideshow

NEW YORK — Miuccia Prada is once more in an experimental mood.

The designer will launch her project “Improbable Classics n.1” in Basel, Switzerland, next week in time for the 37th edition of Art Basel, which takes place June 14 to 18.

For the first time, Prada will set up a temporary store, designed together with architects Herzog & De Meuron, who are based in Basel. “There will be some classic Prada pieces that are not necessarily commercial, hence the name of the project, and some items designed for this store expressly,” said a Prada spokesman.

The store, which covers 2,160 square feet and is located next to the Herzog & De Meuron studio overlooking the Rhine river, will be open from Saturday to June 20.

Prada and her husband, Patrizio Bertelli, are expected to attend the official opening Monday evening.

“This store could be replicated in other cities,” said the spokesman.

The store has been kept simple and bare. The merchandise will be displayed on tables or in boxes, and the shopping experienced resembles a cross between a market and a store.

The product for sale in the store will be exclusive, and each piece will be labeled Basel 2006. Some of the products on sale are prototypes for designs that could be produced for other Prada stores at a later date.

This story first appeared in the June 9, 2006 issue of WWD.  Subscribe Today.

View Slideshow