Prada Transforms Rong Zhai into a Cinematic Experience with “Prada Galleria Invites”
Prada is set to captivate audiences once again with the second edition of “Prada Galleria Invites,” a unique event that celebrates the brand’s iconic Galleria bag. This year, the event will take place at Rong Zhai, a historic mansion in downtown Shanghai, from Friday to Sunday. The initiative not only showcases Prada’s craftsmanship but also intertwines the realms of fashion and cinema, offering an immersive experience for attendees.
A Historical Venue with Cinematic Roots
Rong Zhai, a four-story mansion that beautifully marries Art Deco and traditional Chinese design, has a rich history that extends beyond its architectural significance. The venue has served as a backdrop for various film projects, including the recent spy thriller “Hidden Blade,” directed by Cheng Er and featuring renowned actors Tony Leung and Wang Yibo. This connection to the film industry adds a layer of intrigue to the event, allowing visitors to explore the mansion’s cinematic history through guided tours.
Under the creative direction of Wong Kar-wai, the mansion’s first-floor dining space, Mi Shang, has been designed to evoke the ambiance of a memorable dining scene from Wong’s acclaimed film “In the Mood for Love.” This thoughtful integration of film and dining enhances the overall experience, making it a feast for both the eyes and the palate.
Engaging the Local Community
In a bid to deepen the connection between cinema and the local community, Prada has commissioned Shi Chuan, a professor at the Shanghai Theatre Academy, to write an article exploring Rong Zhai’s ties to the film world. This initiative not only enriches the event but also caters to local cinephiles eager to learn more about the intersection of film and fashion.
At Mi Shang, guests can indulge in seasonal dishes and signature cocktails, including a limited-edition Galleria-inspired menu crafted by head chef Riccardo La Perna. This culinary offering will be available until October 8, providing an additional incentive for attendees to visit.
A Weekend Market Experience
Rong Zhai’s expansive garden will be transformed into an open-air market, featuring a curated selection of vinyl records, books, games, and floral arrangements. This market aims to create a vibrant atmosphere, encouraging visitors to explore and engage with various local vendors. The bazaar will be open to the public on Saturday and Sunday, with tickets priced at 100 renminbi (approximately $14). Notably, the ticket also serves as a redeemable voucher for goods at the market, making it an attractive option for attendees.
Cinematic Screenings Under the Stars
As part of the multisensory experience, the event will feature open-air film screenings each night. Attendees can enjoy a selection of films, including Yorgos Lanthimos’ “The Lobster,” Chen Kaige’s “Farewell My Concubine,” and Jan Němec’s “Diamonds of the Night.” These screenings not only highlight the artistic vision of the directors but also create a communal atmosphere for film lovers.
Craftsmanship on Display
The Galleria bag, one of Prada’s bestsellers, is renowned for its intricate craftsmanship. The production process involves a meticulous hot-pressing technique, with raw edges smoothed and hand-painted to perfection. During the bazaar, Italian craftsmen will be present to demonstrate this artisanal process, allowing attendees to witness the creation of the Galleria bag firsthand. Additionally, they will facilitate personalization orders and offer leather care services, further enhancing the customer experience.
A Successful Precedent
The inaugural “Prada Galleria Invites” event took place last year at Rong Zhai, where it garnered significant attention. The previous weekend market coincided with the exhibition “Human Brains: Preserving the Brain – Forum on Neurodegenerative Diseases,” allowing guests to shop for groceries while browsing a selection of vinyl records, books, and ceramics from carefully chosen vendors. Seasonal flowers, organic granola, and fresh produce wrapped in Prada’s signature green and white packaging quickly sold out, demonstrating the event’s popularity.
The success of the first event was evident, with over 870,000 mentions on Xiaohongshu, a popular social commerce platform in China. This level of engagement underscores the strong connection between Prada and the local community, as well as the brand’s ability to create memorable experiences.
A New Chapter in Fashion and Film
The latest iteration of the Galleria campaign features Oscar-nominated actress Scarlett Johansson, who has previously collaborated with Prada. Directed by Yorgos Lanthimos, this marks the first collaboration between the actress and the acclaimed director. Titled “Ritual Identities,” the short film explores themes of surrealism and symbolism, showcasing Johansson in three distinct roles set against contemporary backdrops.
The campaign is complemented by striking imagery captured by Lanthimos, who is also an accomplished photographer. This multifaceted approach not only highlights the Galleria bag but also reinforces Prada’s commitment to artistic expression.
Conclusion
“Prada Galleria Invites” at Rong Zhai promises to be a remarkable fusion of fashion, film, and community engagement. By transforming a historic venue into a vibrant marketplace and cinematic experience, Prada continues to push the boundaries of luxury branding. As the event unfolds, it will undoubtedly leave a lasting impression on attendees, further solidifying Prada’s status as a leader in the fashion industry.
