Fashion is an experience in intimacy. The relationship between garment and wearer creates a personal narrative informed by texture and color, contrast and complement. Garments toy with perception – who we are, who we will be – realized in the way we dress. The Prada store at the GUM Mall in Moscow has evolved into a new constellation of intimate rooms featuring the Men’s and Women’s collections. The new experience embraces femininity and masculinity, light, texture, color, all within the two- level, 670-square meter space.

Overlooking Moscow’s Red Square, the new store features large windows that convey the interior spaces to the passers-by. Marble, velvet, and glass invite customers into the luxurious space. The interior preserves the original GUM vaulted ceiling, while the Prada’s classic black-and-white chequered marble floor pays homage to the original boutique in the Galleria Vittorio Emanuele II in Milan. Comprising elegant rooms and retail salons, the store is replete with signature Prada colors and textures: velvet, marble, glass, in the familiar Encausto Green.

Prada at the GUM Mall embodies the twinned contradictions of the Prada brand. The retail experience is an investigation of space, culminating in the moments generated in grand rooms and unique salons. The intense design, detailing, and materiality reflect Prada’s century long commitment to craftsmanship and luxury since Mario Prada founded his first shop in Milan in 1913. Luxury and care are integral to the Prada GUM experience, manifested in the typology of highly crafted intimacy. Prada’s focus remains, as always, on customer service: the comfort, surprise, and delight of the customer is paramount.