The Danes Wear Prada: The fashion house has unveiled its first flagship in Denmark, located in the Illum department store in Copenhagen. Overlooking Ostergade, one of the main shopping streets of the city, the unit covers 9,688-square-feet over two floors.
The external facade replicates the building’s architecture with a sequence of display windows and light boxes, while the interior concept combines Prada’s heritage with modern aesthetics and Italian design elements, such as architect Osvaldo Borsani’s velvet chairs, reproduced exclusively for the brand.
Showcasing women’s and men’s ready-to-wear, footwear, accessories and leather goods collections, the store is divided into different areas, each defined by a specific decor.
Walls covered in deep green canvas contrast with a black-and-white checkerboard floor in the entrance area, dedicated to women. Glass cases, green marble shelves and green beamed ceilings, which represent a modern interpretation of Italian historic ceilings, complete the space.
Doorways framed in green marble allow access to the adjacent spaces, showcasing women’s leather goods and accessories, in addition to the rtw collection. Footwear is presented in yet another designated zone, defined by a turquoise hue seen on walls, seats and shelves.
Dedicated to men’s collections, the second floor replicates some design elements with a bolder twist. An Air Force blue shade is introduced on the walls and velvet seats, in combination with checkered floors and beamed ceiling, while gray velvet chairs and geometric-patterned carpeting dominate the footwear area.
Shaded green canvas walls, narrow-plank ebony flooring, colored carpeting and iron and glass cases define the space reserved for men’s apparel.
Illum, which was acquired by Italy’s La Rinascente in 2013, revealed the store opening project back in August, as part of a major transformation process that continues to add luxury fashion and jewelry brands to be introduced to the Nordic market.