The Prada Group Outdoor immersive ‘Coast’ experience made its debut at the Neiman Marcus NorthPark store in Dallas on June 8, 2021. This unique pop-up shop, which transports visitors to a fun-filled beach setting complete with sand dunes, rocks, and ocean-blue tents, will remain open through June 27.
Prada Outdoor is a series of pop-up shops and in-store installations dedicated to the emotions conveyed by four different settings: Garden, Coast, Mountain, and Snow. Each theme contains a selection of original products that evoke the particular environment.
The Garden theme first launched in China in April and has since expanded to include the Coast and Mountain themes in various countries such as Japan, South Korea, Thailand, United Arab Emirates, Hong Kong, and Singapore.
Neiman Marcus NorthPark is the only wholesale account to feature Prada Outdoor, and while it is the only location to have the full Prada “Coast” installation, all of the retailer’s customers can access the collection through their sales associate or style adviser. The main installation at Neiman’s spans 2,250 square feet, with two additional teaser pop-ups at the store entrance and on the second floor.
Marcelo Noschese, CEO of Prada and Miu Miu Americas, described Prada Outdoor as “an experience; a celebration of nature and the respite it has provided us all this past year.” Partnering with Neiman Marcus allows the brand to reconnect with clients in person and strengthen its presence in the U.S. market during a time of strong momentum for the brand.
Lana Todorovich, President and Chief Merchandising Officer of Neiman Marcus, expressed pride in the partnership and business momentum with Prada. She noted that customers are eager for exciting, joyful, and immersive in-person shopping experiences, which the Prada Outdoor ‘Coast’ collection delivers through its theatrical beach setting.