Fragile yet strong, ephemeral yet eternal, flowers are the protagonists of a series of special activation activities that Prada will be launching in several international cities from September 14 to 16, 2023.

For three days in selected flower kiosks on city streets or inside the most exclusive shopping malls, it will be possible to pick up limited-edition packs containing different seeds ready for planting.
With this unprecedented project, the amplification of the aesthetic and semantic content of the Prada Menswear and Womenswear Fall/Winter 2023 campaign will take on the literal form of sowing and propagation, bringing new blooms all over the world, once again a vehicle of emotions and a physical expression of the intangible.

📍 Soho
SOHO SHACK
Located on Prince Street between Broadway and Mercer