Prada's Carte Blanche: The Haussmann Atrium 

Store news | May 15, 2021

At Printemps, no two seasons are alike. After having welcomed a display dedicated to Burberry's latest collection, the iconic annex space at Printemps Haussmann has opened its doors to Prada.

The atrium, located on the -1st floor and housing Printemps Women's section, is the heart of the legendary Haussmann space. Today visitors will find it invested with the Milanese label's latest concept, "Prada Abstract." The idea? A pop-up store covering eighty square meters, composed entirely of elements in black-and-white — a nod to the brand's sharp, modern aesthetic. The space features gleaming floors, monochrome logos, and walls and display elements adorned with LED screens broadcasting loops of grandiose nature footage. From distant waterfalls to the clear blue sheen of the Perito Moreno glacier and immaculate Arctic expanses, every aspect of the design is intended to create an unforgettable, immersive experience. 

Clothes, shoes, and accessories rub shoulders amidst the artsy decor, which expands within the store. Indeed, Prada has also taken over five display windows on Boulevard Haussmann, each using elements from the Atrium to frame the season's hottest new pieces. 

To mark this exciting occasion, held from September 3 and October 18, Prada and Printemps Haussmann unveiled an exclusive handbag at the Prada Multiple Views Spring-Summer 2021 show. Decked in black-and-white monochrome, along with orchid and aquamarine, it's a minimalist accessory that nonetheless pairs perfectly with the spirit of this ephemeral gallery-within-a-gallery. 