Milan's most famous shopping arcade has a new anchor. Prada has reopened its historic flagship in the Galleria Vittorio Emanuele II as Prada Galleria, an eight-floor complex that opened on 23 September — more than a century after the brand's first shop opened on the same spot in 1913.
The overhaul merges what were previously two separate boutiques, Prada Donna and Prada Uomo, into one sprawling destination. Prada Donna, which sits on the footprint of the original Fratelli Prada store, has nearly doubled its display space and now covers women's collections plus expanded travel, home and beauty sections. A new underground link, the Passaggio Segreto or "Secret Passage", connects the two stores beneath the Galleria — and doubles as an exhibition space. On show there: silver-plated Prada bags reworked by Damien Hirst and the "Chandelier" dress Carey Mulligan wore in The Great Gatsby.
There's more than retail. Pradasphere, the house's first permanent exhibition about its own history, traces the brand back to 1913 through archival pieces spanning fashion, cinema, sport and architecture — you'll need to register in advance to get in. Higher up, Osservatorio Fondazione Prada hosts shows exploring technology and contemporary culture, while Studio rooms handle personalised shopping appointments and the invitation-only Appartamento, styled like an 18th-century Italian residence, mixes antiques with photography (currently works chosen by Andreas Gursky).
For visitors who'd rather snack than shop, Marchesi 1824 — the storied Milanese pastry shop Prada bought 80% of in 2014 — occupies a floor above the menswear store, serving pastries, biscotti and espresso with views over the Galleria's mosaics.
The project was steered by Miuccia Prada, granddaughter of co-founder Mario Prada, and CEO Andrea Guerra described it as a way of showing the company's "DNA" and roots. It's also a commercial bet: Prada expects the flagship to bring in roughly €100 million a year, a meaningful slice of the €5.7 billion the group reported in sales last year.
Why it matters for travellers: even if you're not in the market for a handbag, this is now one of Milan's more interesting free-ish cultural stops in the city's most photographed arcade. You can browse the boutiques, see a fashion-history exhibition and finish with coffee and pastries at Marchesi — all within one address steps from the Duomo. Budget extra time if you want Pradasphere, since advance registration is required, and note that some spaces (like the Appartamento) are invitation-only.
