Prada opened a 3,300-square-foot store in Aspen in December, which mixes its modern appeal with touches of Aspen luxe like natural stone walls, raw larch wood columns and suede sofas. The store was designed by Italian architect Roberto Baciocchi.
Aiming to invoke a chalet feeling, the three-story chimney, stools with fur cushions and “Call of the Wild” Asian goat rugs seek to invite customers to both shop and lounge, enjoy a cappuccino and, if the urge strikes them, play backgammon. The more cozy atmosphere of the Aspen store contrasts with the more high tech art gallery approach of Prada’s flagship in New York’s SoHo, designed by Rem Koolhaas.
The Aspen store forms part of the Italian luxury brand’s rollout plan, which includes a unit in Capri as well as the New York flagship. Next comes a Rodeo Drive boutique designed by Koolhaas and the Office for Metropolitan Architecture, which is slated to open early next year. Each of the new stores is unique to its location with elements or cultural references reflective of each city, a Prada spokeswoman said.
“Taste has been standardized by globalization, but there is a trend to rediscover local cultural values, to uncover new stimuli in different cities and in different contexts,” Miuccia Prada said in a statement. “People are now looking for customization — a wish to return to the roots of familiar environments, whilst simultaneously discovering new emotions — emotions stemming from every country’s culture in cities throughout the world.”
The Aspen store offers everything from Prada beauty products, which retail for under $100, to sheared mink blankets for $17,000. The men’s collection fills the first floor, while women’s and evening dresses are located on the second floor. Accessories such as bags, shoes and suitcases are also available.
“With the new stores, we want to continue with our research,” Miuccia Prada said. “Our style and philosophy is also recognizable in a different key.”