PRADA — HOUSE OF SERPENTS
“A pop-up retail concept fusing the mystery of the Lunar Year of the Snake with Prada's classic elegance — transformation, knowledge, and allure made physical.”
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01 / THE BRIEF
Cultural Synthesis on Lunar New Year
House of Serpents was built as an individual pop-up promotional campaign for Prada's Fall/Winter 2024 collection, staged in China during the 2025 Lunar New Year. The snake — in Chinese culture a symbol of metamorphosis, knowledge, and beauty — became the concept's central motif, creating a space where modernity and tradition coexist. The project covers retail design, marketing strategy, visual merchandising, and brand partnerships, built as a complete campaign rationale rather than a moodboard.
02 / SPATIAL DESIGN & VISUAL MERCHANDISING
Architectural Renders & Experiential Blueprints
03 / STRATEGIC RATIONALE
Red, Black & Phygital Intent
The concept's boldest strategic decision was deliberately swapping Prada's signature green for red and black — a considered break from brand convention made to strengthen cultural resonance with the Lunar New Year audience, while echoing Prada's own 2024 Christmas collection. The store itself was designed phygital by intent: AR mirrors let visitors virtually try on pieces, NFT collectibles extended the collection into digital ownership, and a live Billie Eilish performance anchored the launch as a one-time, unrepeatable event — turning retail into appointment viewing.
01 / PILLAR
DESIGN
Coiled serpent facade, free-flow interior, lighting that shifts with the time of day.
02 / PILLAR
TECHNOLOGY
AR try-on mirrors, NFT collectibles, app-enhanced live performance visuals.
03 / PILLAR
CULTURE
Staged in China for Lunar New Year — tradition and modernity, deliberately coexisting.
MARKET CONTEXT & STRATEGIC IMPACT
Empirical Rationale & Commercial Projections
40%
Luxury spending in China is projected to reach 40% of global luxury sales by 2030.
$2.5B
Digital fashion market projected to grow from $500M to $2.5B by 2026.
01/01
A one-time Billie Eilish performance anchored the launch — exclusivity as a strategic device, not a marketing afterthought.
04 / THE OUTCOME
Strategic Justification Over Instinct
House of Serpents demonstrates the ability to build a complete promotional campaign — retail design, VM strategy, partnerships, and cultural rationale — around a single, deliberate creative decision, then justify that decision with evidence rather than instinct.