Prada is stretching out on Fifth Avenue.
On Friday, the Italian luxury brand opened a dedicated men’s boutique at 720 Fifth Avenue in New York, right next door to its New York flagship at 724 Fifth Avenue.
The concrete facade links the existing 12,700-square-foot store, which continues to house the women’s offering and the Prada Fine Jewelry Eternal Gold collection, to this new men’s space. The men’s entrance, which is entirely separate, is framed by large windows on both sides, bringing the curated assortment into view.
The checkerboard floor is a key design element.
Courtesy of Prada
The Prada men’s collection, comprising ready-to-wear, leather goods, footwear and accessories, is showcased across two floors spanning more than 13,000 square feet. Also displayed are a selection of lifestyle novelties and specialty items.
As reported, Prada bought 724 Fifth Avenue, site of its New York flagship, and the building next door at 720 Fifth Avenue, where Abercrombie & Fitch previously operated, for $835 million at the end of 2023.
Prada’s interior concept blends tradition with the contemporary through design elements that are signature to the brand. The iconic pastel green tone envelops the walls of the interior, while the black-and-white checkered marble floor, inspired by the original Prada boutique in Milan’s Galleria Vittorio Emanuelle II, is showcased throughout the ground floor.
Men’s accessories are featured at the new Prada men’s store.
Courtesy of Prada
A rosewood surface, designed in a mirroring checkered pattern, differentiates the second level. Lush seats in green velvet and black leather, along with furnishings featuring dark wood and steel, complete the space, adding a modern, masculine character.
A key element of the store is a private suite dedicated to complete, specialized offerings. In addition to Prada’s Made to Measure service, the brand will introduce a Made to Order service, exclusively available at this location. The offering includes ready-to-wear, footwear and leather goods, which are available for full customization, featuring such materials as cashmere and silk. The store employs specialists who assist the process in this intimate setting.
The seating area, men’s wear and accessories at the new Prada mens store.
Courtesy of Prada
Signature sneakers, along with new styles characterized by sleek minimalism, round out the offering. Leather goods include styles in classic Re-Nylon, new distressed and embellished leather variations, and travel pieces that combine function and design.
The men’s ready-to-wear selection features elevated summer fabrics ranging from noble linens and silks to leather pieces. There are versatile options in vibrant prints and colorful stripes. Footwear includes sandals and loafers in suede and calfskin, adding softness and lightness to traditional silhouettes.
As reported this summer, Fifth Avenue, the ritzy, internationally renowned thoroughfare that commands the world’s highest commercial rents, has undergone an unprecedented degree of investment, retail development and transformation over the last two years marked by activity from brands including Tiffany, Kering, LVMH, Rolex and Ikea. Since 2023, in fact, there have been more than 10 commercial real estate transactions on Fifth Avenue, totaling $3.9 billion.
Prada now has two stores at 720 Fifth Avenue and 724 Fifth Avenue.
Courtesy of Prada
Laura Pomerantz, vice chairman of Cushman & Wakefield, observed that while Madison Avenue is attracting great digital brands, contemporary and, of course, luxury labels, the area of Fifth Avenue where Prada is located, “is all luxury” and the neighborhood where all high-end brands are seeking to own their own real estate since rents are very high.
“Fifth Avenue business has been good. Tourism is back and there’s strong tourism and footfall on Fifth Avenue, especially around 56th, 57th and 58th Streets,” Pomerantz said.
Will Silverman, managing director of Eastdil Secured, a global real estate investment bank, who advised the sellers in the Prada deal, said, “The exciting thing about the neighborhood is it’s on the front end of receiving probably $10 [billion] to $20 billion of investment capital over the next five to 10 years.”
Between the Park Lane redevelopment, the recent renovation of Harry Winston, the headquarters that Rolex is building, and Louis Vuitton’s revamping of its store on 57th Street, “there’s no area this small on earth that will receive as much investment, as the area within 300 to 500 feet of that [Prada] store will in the next decade,” Silverman said. “The landscape that will be around that store will be a luxury theme park.”
