Prada “重返1990”限时体验

Prada “重返1990”限时体验

2026年10月16日-2026年10月25日

上海 荣宅

项目传播

项目现场

Prada「重返 1990」限时体验落址上海 Prada 荣宅，作为品牌 2026 假日系列配套文化项目，以 “重新发现 1990 本质生活” 为内核，在百年历史宅邸内复刻 90 年代都市生活场景，将品牌 90 年代的设计语言与上海本土时代记忆融合，完成时装、建筑与城市文化的跨时空叙事。追溯历史背景，上世纪 90 年代是 Prada 品牌美学转型的关键时期，Miuccia Prada 在此阶段确立克制知性的极简风格，重塑奢侈品的表达逻辑；同时 90 年代也是上海城市文化蓬勃生长的阶段，多元文艺生活兴起，本次项目打通米兰品牌档案与本土城市记忆，跳出单纯新品陈列，以沉浸式生活场景重构大众对 90 年代的文化想象。

项目空间与造型依托荣宅原有历史建筑结构，不破坏建筑本体的历史肌理，在宅邸多房间与户外花园内搭建分主题情景空间，包含黑胶唱片店、复古照相馆、花艺铺、怀旧游戏厅，花园区域打造露天影院与街市。室内场景沿用 90 年代简约复古软装色调，搭配老式家具、复古海报、胶片道具，与荣宅雕花、彩窗等百年建筑细节形成新旧碰撞；空间动线如同城市漫游，访客可穿行不同生活单元，将 2026 假日系列服饰自然置入 90 年代日常场景，弱化传统时装陈列的距离感。

制作层面，所有场景装置均采用模块化可拆卸构件，墙面装饰使用可移除喷绘与轻型展具，最大限度保护荣宅文物建筑；复古道具甄选复刻 90 年代实物，灯光区分室内场景柔光与花园夜景氛围照明，兼顾空间氛围感、展品面料呈现与人像拍摄，装置在展期结束后可完整拆除，恢复宅邸原貌。活动期内容包含媒体预览、明星嘉宾到场、五场跨领域主题对谈、露天 90 年代影片放映、限定特调与花艺体验，同步开放假日系列静态预览，访客需小程序预约入场。

线下空间体验与传播营销深度绑定，荣宅历史建筑叠加复古 90 年代生活场景，天然具备内容传播属性，媒体、KOL 与预约访客拍摄场景、穿搭、胶片风打卡内容，在小红书、微博、抖音扩散；文化与时尚媒体输出时代美学解读，线下荣宅体验作为内容源头，形成历史建筑沉浸式漫游 — 复古场景 UGC 创作 — 全网话题发酵 — 假日系列种草与品牌文化传递的传播闭环。

项目意义在于，该项目以历史保护建筑为载体，将奢侈品新品发布转化为公共文化事件，把品牌档案美学与本土城市记忆结合，打破奢侈品活动只聚焦时装的单一叙事，证明高端时尚品牌可依托文化策展，建立与大众的情感联结，为奢侈品牌在历史洋房内举办复合型文化限时项目提供落地范式。

Prada “Back to 1990” pop-up experience is hosted at Prada Rong Zhai in Shanghai. As a cultural programme accompanying Prada 2026 Holiday collection, it centers on “Rediscover the essence of life in 1990”. Inside the century-old mansion, it reconstructs urban scenes of the 1990s, merging Prada’s 90s design vocabulary with local Shanghai memories and forming cross-temporal narration of fashion, architecture and urban culture. Historically, the 1990s marked a pivotal aesthetic shift for Prada. Miuccia Prada established restrained, intellectual minimalism and redefined luxury expression. Meanwhile, Shanghai witnessed blooming urban culture in that era.

This project links Milan brand archives and local urban memories. Beyond product display, it reconstructs cultural imagination of the 90s through immersive living scenes. Spatial styling preserves the original fabric of Rong Zhai without damaging heritage details. The mansion’s chambers and outdoor garden are transformed into themed zones: vinyl record shop, vintage photo studio, flower store, retro game room, open-air cinema and market. Interiors adopt simple vintage tones, vintage furniture, posters and film props, creating contrast with the mansion’s carvings and stained glass.

Visitors wander through these living scenarios, with 2026 Holiday collection naturally embedded into daily 90s settings to reduce the detachment of conventional fashion exhibition. In fabrication, all installations use modular removable components. Wall decorations adopt peelable prints and lightweight displays to fully protect the heritage building. Vintage props replicate real 90s objects. Lighting differentiates soft indoor ambiance and garden night scenes, balancing atmosphere, fabric presentation and portrait shooting. All structures can be fully dismantled after exhibition to restore the mansion.

During the event, media preview, celebrity visits, five cross-disciplinary talks, outdoor screenings of 90s films, limited drinks and flower experiences are available alongside Holiday collection preview. Entry is by reservation via mini-program. On-site experience integrates closely with marketing communication. The heritage mansion paired with retro 90s scenes is highly shareable. Media, KOLs and visitors generate film-style UGC on Xiaohongshu, Weibo and Douyin. Cultural and fashion media publish reviews of era aesthetics.

The Rong Zhai offline experience acts as content origin, forming a closed loop: immersive heritage space wandering, retro-scene UGC creation, cross-platform topic amplification and cultural branding for the Holiday collection. This project turns luxury product launch into public cultural event inside a heritage villa, combining brand archive aesthetics with local urban memory. It breaks the fashion-only narrative of luxury events, showing high fashion brands can build emotional bonds with public via cultural curation, and sets a reference for luxury brands delivering comprehensive cultural pop-ups within historic residences.

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