Could Prada Outdoor be the world’s most compelling post-lockdown fashion? In Hong Kong and Singapore, Prada shows—rather seductively—what going out to open spaces to have fun could really look like. But why is one atrium exhibition more compelling than the other?

Outdoor indoor: Prada’s spectacular pop-up in Hong Kong’s IFC Mall

Our version in ION Orchard: considerably smaller and, curiously, dimmer

Fun. Do we still remember that? Enjoyment. When did that last strike? Mirth. Hasn’t that been missing for a long while? Well, we were already beginning to re-acquaint ourselves with what going out to play would be like, until the latest COVID-19 safety measures—a return to Phase 2, now also known as “heightened alert”—kicked in last Sunday. Many of us, of course, can’t wait to fully return to a post-lockdown, post-socially-distanced, post-movement-controlled world. Shopping, for example, is still muted here, but elsewhere, retailers are out to seriously entice. In Hong Kong, for instance, the locals are offered a glimpse of how alluring going out for a spot of fun can be, even only through the lens of Prada. The eye-catching mini-exhibition is concurrently available here too, but it is dismally smaller, and no shopper seems to bother with it.

This pop-up store/exhibition at IFC Mall in Central opened last Thursday to launch the brand’s across-season collection Prada Outdoor. In full visualisation of the theme, a massive diorama of a beach-side scene is brought indoor in the usually less outdoorsy IFC Mall. Awash with sky-meets-sea blue, the set-up clearly hints at fun and relaxing times by the waves. Awning-striped beach umbrellas and chairs hint at seaside fun that’s more Amalfi Coast than the East Coat, more Biarritz than Pulau Ubin. There is even a rather mid-Century-looking lifeguard tower, on which a mannequin in a Breton top sits. A blue pop-up canopy is put together to welcome whoever wants relaxation under the shelter. A polyhedron tent—blue too—is erected as well, in which a mise en scene of ‘glampers’ relaxing in a surprisingly utilitarian space (but no less suitably equipped) could be viewed—and envied.

A view from second floor of IFC Mall: going to the beach for the day or to camp overnight is more appealing than ever—going by Prada’s life-size diorama

Seen from level two of Ion Orchard, the SG set-up is oddly ill-lit and says precious little of the purpose

On Monday, three days ago, our own pop-up Outdoor opened in ION Orchard, in a small, rather low-lit corner of the mall’s fragmented concourse. Its diminutive set-up is in sharp contrast to Prada’s breadth of covering nature’s bounty. The beach umbrellas are there, the tent too, as well as the lifeguard tower, on which a mannequin (dressed in a logo-ed French terry sweat top) also sits. Missing is the pop-up canopy. All the shelters are placed on a relatively flat platform, unlike those in the HK display, which mimics the undulating dunes seen on some beaches. It is also dimly lit, as if it’s the beach at dusk, but no campfire was roaring. The Outdoor set styling at ION Orchard seems to be toned and scaled down to cater to an audience that wouldn’t be bowled over by anything not quite contemporaneous to real life here. Even the tent has a sole occupant, rather than more to suggest, or welcome, social times. Does this go with the oft-expressed belief that we’re too small for anything major or massive? Or, could this be Prada SG’s cheeky, glammed-up kampung version that we can relate to?

The seaside scene is only one part of Prada Outdoor’s trifecta of “nature in its myriad forms”. Dubbed “special project”, Outdoor comprises the Garden, the Coast, and the Mountain in their idealised articulations. These static displays are, according to the brand, “dedicated to the emotions conveyed by different settings”. Occupiable and enjoyable that they already are, every scene too comes with “a selection of original products recalling each particular environment.” In Hong Kong, despite the large size of the IFC Mall atrium, Prada has only what appears to be the Coast set up, but if you look closely, the canopy wouldn’t be out of place even in the most modest of gardens and the tent would be happy anywhere along a mountain trail. Is the outdoor this inviting or have we been holed up at home for too long?

It is doubtful anyone would be this stylish and so well kitted when enjoying nature and the outdoors, but Prada shows us we can dream

The SG proposal: Dressed for a night by a camp fire?

Prada’s embrace of the outdoors is possibly to pave the way for a return to the old normal of going out to enjoy oneself with a few friends. It also proposes that we should be in the open, rather than indoors or within closed quarters. As The Straits Times reported four days ago, “recent clusters have shown that the new Covid-19 variants are more infectious, with transmission more likely to take place in indoor settings where people do not wear masks”. Prada not only provides the clothes, but also the context in which to wear them. In addition, when viewed from above, the nicely outfitted, in-character, mask-less (presumably vaccinated!) models that dot the space are socially distanced. There is clearly no over-crowding. Retailers can, indeed, lead by example.

Prada Outdoor is, of course, also riding on the bandwagon of ‘gorpcore’, so gleefully adopted by Gucci and The North Face last December. The Mountain component corresponds to the rising popularity of outdoor brands such as Patagonia and Japan’s Snow Peak, Nanamica, and the rebranded Goldwin. Prada has always made outerwear that can stand the test of the harshest elements, but what makes it more appealing this time is the inclusion of the gear not typically seen in the stores. Sure, they have offered water bottles and thermoses before, but now they include camping kit such as mess tins and lunch bowls (made in collaboration with English brand Black & Blum) and reusable cutlery (even chopsticks!), stylishly sheathed in a logo-ed pouch. There are also accessories that are ready for any climb: paracord survival bracelets, with enamel Prada triangle as charm, of course!

The clothes alone are not quite enough. Complete the look with Prada’s camping kit

The Prada buying office here seems to know that we are not going to be seduced by camp-ready lunchboxes. In their place, huggable terrycloth handbags

This multi-product approach is also consistent with luxury brands going totally lifestyle. In fact, a Prada store is increasingly a department store—the Tokyo flagship in Aoyama, for example, is, without doubt, one. Prada Outdoor is not only category-breaking for a luxury brand, but also indication that they can sell almost anything. Apart from clothing, accessories, and wearables, there are also play things such as inflatable pool floats and rings, and even a hammock! What makes extra Prada Outdoor appealing is how wearable and usable every item is. There is also something delectably familiar about what is in stock: the tropical prints (and, yes, the bananas too); bold, colourful stripes; the loose, boxy shapes; the goofy footwear (fluffy slides) and the elegant (river sandals with Japan-esque knotted thongs), volleyball bags, and for men, the eve-popular camp shirts with bold graphics, only now multi-print and even bolder.

Hong Kong, like us, isn’t out of the pandemic woods, yet retailers there are not resistant to creating enhanced shopping experiences that are impressive not by content alone, but scale too. And it is experiential: Prada Outdoor in Hong Kong is open to walk-ins. The pop-up is not cordoned off. Shoppers are free to saunter in, examine the displays up-close and even touch what interests them. The sale staff happily tells you she is contactable whenever you need something, even after leaving the display area. She later sends you a message to thank you for stopping by. Here, the already small set-up is entirely surrounded by stanchion and velvet rope (Phase 2!). An attendant (accompanied by a security guard) is around to introduce the collection to you and to answer questions, and, no, you can’t walk into the exhibition area, not that anyone seems to want to. If there is anything you need, you would just be directed to the nearby Prada store. End of contact. Charming.

Prada Outdoor pop-up exhibition is on at ION Orchard from 17 May to 2 June. Prada encourages all shoppers to call ahead to secure a spot if a store visit is necessary. Photos: K S Yeung (HK) and Chin Boh Kay (SG)