Inspiration for Innovation

The best location? by Philippe Taminiau

All the luxury brands have stores at Avenue Montaigne in Paris or Fifth Avenue in New York or at the P.C. Hooftstraat in Amsterdam. All are very expensive locations and have a lot of competition in the same street.

That is why Prada took a completely different approach. They opened up a new store near the highway of a very small town called Valentine in Texas (in the middle of the desert). The shoes and bags are probably more expensive than the store itself…

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