Prada Coast Pop-Up Opens in Dallas
The pop-up is one of four nature-inspired experiences that are opening around the globe.
Cover photo: Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
Window display for the Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
A brand new Prada Outdoor pop-up has opened at NorthPark Center’s Neiman Marcus. Dallas is just one of three cities — alongside New York and Singapore — currently hosting the Coast experience. Coast represents one fourth of the new Prada Outdoors collection, which also includes Garden, Mountain, and Snow.
According to the official Prada website, “Nature in its myriad forms takes centre stage in the latest Prada experience, encompassing various landscapes and the changing of the seasons.” Prada CEO Marcelo Noschese states that “Prada Outdoor is above all an experience; a celebration of nature and the respite it has proved us all this past year.”
Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
Coast is the perfect choice for Dallas, as Texans prepare for another scorching summer. The sets are gorgeous. Immaculately dressed mannequins lounge in chairs, under umbrellas. Sand covers the floor. Ocean waves crash onto shore through digital screens. Guests are invited to walk across the boardwalk. Everything is Instagram-perfect.
The scene reminds me of the Golden Lion awarded beach opera Sun & Sea (Marina) composed by Lina Lapelytė and performed at 2019’s Venice Biennale. While Prada intends this to be a celebration of nature, the set feels slightly cold and detached, like a sad facsimile celebrating man’s dominion over the planet instead.
Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
Limited pop-ups were a popular trend even prior to the global COVID-19 pandemic, but they’re likely to be a crucial tactic in attempts to lure shoppers back into brick-and-mortar retailers. Competing Italian luxury brand Diesel had their own pop-up in NorthPark back in April, generating interest for their permanent store expected to open in the fall.
Lana Todorovich, president and chief merchandising officer of Neiman Marcus, believes customers are “ready for exciting, joyful and immersive in-person shopping experiences.”
Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
Prada Outdoor’s Coast tastefully combines stripes and florals in a mostly monochromatic color scheme of blues and whites. Coast draws inspiration from 50s clothing, which is evident in the large and loose silhouettes. The pieces are surprisingly unisex given swimwear is often where gender differences are most obvious.
The striped patterns are evocative of nautical themes, reminiscent of traditional sailor costumes. The collection leans heavily toward accessories, featuring beach towels, hats, bags, and shoes. It’s clear Prada’s designers had more fun with these smaller items than the ready-to-wear pieces.
Postcard and Polaroid from the Prada Outdoor Coast pop-up shop, Neiman Marcus, NorthPark Center, Dallas, Texas, United States (2021). Photo by DannyWithLove.
While this coastal pop-up makes for a great set piece, calling it an experience feels aspirational. Simply put, there’s not much to do. An employee took my photo with a Polaroid camera and gave me a branded postcard to commemorate the moment. Isn’t Coast meant to be more than a pretty backdrop?
After the initial excitement wears off, Coast doesn’t have anything to offer. All the chairs were reserved for mannequins and merchandise. There were a few inflatable balls around, but it didn’t appear they were allowed to be handled. There was no perfume to be sampled and the site is in desperate need of a signature drink.
Clearly much time and effort has been devoted to this space, but I still find Prada’s Outdoor Coast experience lacking. Will these shallow imitations be enough to bring shoppers offline?
Prada Outdoor’s Coast pop-up is open Tuesday, June 8th through Sunday, June 27th at Neiman Marcus in NorthPark Center, Dallas.
