Pradaland
Large-scale, immersive experience design and exhibition build for the Pradaland concept.
A Christmas takeover for Prada — “Pradaland” — rolled out across multiple UK retail locations including Selfridges.
The Client Challenge
Prada wanted its Christmas campaign to feel like a destination in its own right — “Pradaland” — rather than a standard seasonal window, rolled out consistently across several retail locations at once.
Edge Retail’s Integrated Solution
We designed and installed hand-crafted bauble Christmas trees, mixed-material stocker units and LED tiled screens across the campaign’s retail locations. Each site centred on a “Welcome to Pradaland” screen running an animated golden Christmas tree built from baubles within a fantastical cityscape, paired with a real bauble tree topped with a Prada Milano plaque. At Selfridges, the concept extended into the storefront window itself, framed by fir garland, fairy lights and illuminated marquee bulbs, with spiral display columns and a disco ball carrying the festive theme through to the makeup counters inside.
Impact and Results
Pradaland gave Prada a single, recognisable Christmas identity that read consistently whether a shopper encountered it in a storefront window or at a beauty counter, across every location the campaign reached.
