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Men'sWeek issue 01/02/2014

Prada will open its second Florentine store during the Pitti Immagine Uomo trade show.

This story first appeared in the January 2, 2014 issue of WWD. Subscribe Today.

Designed by Italian architect Roberto Baciocchi, the 8,180-square-foot boutique unfolds over three levels of an entire building located at the corner of Via Roma and Via de’ Pecori.

The store carries all of Prada’s key collections, including leather goods and accessories, women’s and men’s shoes, along with women’s and men’s ready-to-wear.

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The first floor, showing Prada’s signature marble floor in white and black checkerboard and walls covered with green fabric, contains the brand’s leather goods and accessories collections. These are displayed on steel cases with black marble drawers and counters with details in bright colors.

A marble staircase takes customers to the mezzanine level, where men’s and women’s shoes are showcased in a cozy ambience with carpeted floor, light green walls, steel displays and green velvet armchairs.

The third level, a wide area with checkered marble floor and black marble walls, carries men’s leather goods and contains two other rooms. One is dedicated to women’s rtw and is illuminated by skylights and features a more delicate, lighter atmosphere characterized by green walls, soft velvet sofas and armchairs, along with geometric steel and Perspex tables. The second shows Prada’s men’s rtw and has a more masculine ambiance with a dark ebony wood floor, colored ostrich leather sofas, as well as metal and crystal displays.

Prada will host a cocktail party on Jan. 8 to celebrate the opening of the store.