Prada makes a grand entrance in Copenhagen with a flagship embedded in luxury department store Illum’s premises in the historic heart of the city. The luxury brand’s nordic outpost measures no less than 900 sqm. set across three floors.
The arrival of Prada coincides with a dramatic renewal of the department store, and its prominent corner location behind a new and modern façade composed of a sequence of large windows somehow seems to signal illum’s strong Italian ties – the Company was acquired in 2013 by Milan-based la Rinascente.
Upon entering the store on the ground floor, shoppers come accross a room with walls covered in a soft green shade and checkered marble flooring, a hallmark of its majority of stores and shop-in-shops across the planet. Doorways are framed by contrasting black marble throughout the premises, and demarcate separate sections along the way.
Women’s accessories, bags and small leather goods are presented in a setting of a similar green hue, paired with matching velvet seats by designer Osvaldo Borsani [1911-1985] and reproduced exclusively for Prada, and plexiglass displays. At the far end on the ground floor, a separate space in a dipped in a pale blue, showcases women’s footwear.
The upper floors are home to the men’s collections, and here the settings morph flaunt a more solemn palette of darker hues, pale blue, and carpeting with graphic motifs. Display shelves are made of cherry wood and paired with displays crafted from shiny metal and glass.