Finally, A Prada Store for Pradamaxxers

Double Tap to ZoomStyleThis Prada Store Was Designed for PradamaxxersBeing a fashion brand isn't enough these days. It hasn’t been for a minute, actually. Why settle for clothes when you can sink a knitting needle into culture through art exhibition sponsorships, literary clubs or, hell, even a smoothie bar? That same logic applies to retail, too. A flat e-comm site, viewed through the cold glow of a screen, isn’t chic. And so digital fatigue has given way to a yearning for IRL experiences. We’re in the “go big or go home” era of modern shopping… and boy, has Prada got the memo. The Italian luxury label just opened the doors to Prada Galleria, a massive new store in central Milan that’s pure Pradamaxxing. Set within the historic, glass-ceiling Galleria Vittorio Emanuele, where Fratelli Prada opened his first store over a century ago, the Galleria has everything: clothes, bags, and accessories, sure, but also expanded exhibition spaces, a Milanese pastry shop, a screening room, and private salons. Retail spaces need a hook nowadays, be it the yoga studio at District Vision in Los Angeles or the pottery studio and Japanese restaurant at BASE in New York. But while some tacked-on extras hiding just past racks of pristine clothes can feel random, the sensory overload of Prada Galleria is a natural fit. That’s because its matriarchal leader, Miuccia Prada, has never stayed in a single lane: the Fondazione Prada art institution has been around for over 30 years, and food is as much a part of the brand as its nylon bags. There’s the Wes Anderson-designed cafe in Milan, but also the Mi Shang Prada Rong Zhai fine dining restaurant in Shanghai — designed by Wong Kar Wai, because of course — for the hungry and Prada-pilled. Given how much lore is baked into the brand, there are worse ways to spend a day than giving in to Prada’s pull and getting lost in this behemoth Galleria. Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase. Want to shop the products our editors actually love? Visit our SHOPPER page and subscribe to the newsletter for recs on all things fashion, footwear, and beauty.We RecommendAlfa Romeo Made Literal Yacht-Tier Luna Rossa CarsArtist Uniform: Being John Malkovich Means Being Wildly StylishState of the Art: Prada Is a Letterboxd Bro Come to LifeThe Key to Tom Holland’s Style Odyssey? Obscenely Great OuterwearWhat To Read NextLarry June Is the Only Rapper We’d Trust To Design a $4,550 ChairHennessy Very Special Cocktails Presents: The Art of Hosting, According to Sierra RenaRonnie Fieg Knows He's Him (EXCLUSIVE)State of the Art: An 85-Year-Old Artist Made Burberry Fashion Week's Most Fun ShowAlfa Romeo Made Literal Yacht-Tier Luna Rossa CarsThe Shopper Awards: These Are The Best Pants of the Year (So Far)