Prada opens in Salzburg, in Alter Markt (Old Market Square), which is an integral part of the historic centre and of the city’s social life, inside the Steindl Haus, a prestigious building of the 14th century.
Curated by architect Roberto Baciocchi, the project and the restoration works are aimed at preserving the image of the Steindl building. With this goal in mind, Prada has collaborated with the Austrian Department of Fine Arts and the City of Salzburg to preserve the soul of this historic site, aligning the brand’s image with the history of the Steindl Haus, an elegant fashion boutique and local landmark for more than a century.
The store, on two levels, occupies a total area of about 250 square metres and is dedicated to women’s ready-to-wear, leather goods, footwear and accessories and to the men’s collections of leather goods and accessories.
The façade of the building – of great artistic and cultural importance – is characterized on the ground floor by high curved windows, dating back to the early 20th century, on either side of the entrance, while on the first floor the four large windows provide a glimpse of the interior’s atmosphere.
The new elements, designed in full respect of the spaces, integrate with the existing architectural elements of this historic store: the elegant wooden staircase, the vaulted ceilings, the restored wooden furniture and the original cash register.
Innovation, heritage and Prada’s historic reference elements are in this way perfectly balanced: the chequerboard floor in black and white marble of the first Prada store, opened in 1913 in Galleria Vittorio Emanuele II in Milan, as well as the precious chandeliers, stucco work, moldings and detailing.
Also the leather goods steel display cases, with glass shelves and backdrops in studded parchment, are perfectly integrated into the context, reinforcing the magnificence of the store, while the countertops in polished steel and chairs in wood and leather complete and embellish the atmosphere of the ground floor.
While climbing the beautiful wooden staircase to the first floor one can admire the original wooden paneling and wall mirrors. In this luminous area, overlooking Alter Markt, beige carpets laid over the beautiful original parquet floor embrace two intimate sitting rooms, with beige leather sofas and polished steel glass tables, where the women’s ready-to-wear and footwear collections are displayed in a sophisticated and yet discrete luxury atmosphere, which characterizes this very special Prada store.