The Sound Of Prada: Berlin Through A New Lens

What happens when Prada takes over Berlin? The answer is as layered as the city itself: a little chaos, a lot of cool, and an unshakable sense of presence.

Last night, on may 28th, The Sound of Prada landed in the German capital, and as it is custom with the brand, this was not just another event, but truly an immesrsive experience. Think infinite mirrors, kinetic light grids, and soundscapes that made the walls hum. This wasn't your typical product launch; it was Prada's way of rethinking space, energy, and yes—eyewear.

Set against Berlin’s industrial backdrop, the installation became a reflection of the city’s contradictions: raw but polished, nostalgic yet urgent. Guests moved through a maze of distorted reflections while a tight-knit lineup of DJs spun until late, turning perception into a dance floor.

And the eyewear? Statement pieces, ovviamente and just very à la Prada: sculptural and sleek and oh-so-representative of the triangle-logo brand. There’s something unapologetic about the way they sit on your face: less about hiding behind the lenses and more about showing up, fully.

At JDEED, we’re no strangers to a brand with a strong sense of self, and Prada remains one of our forever favourites. It’s not just fashion; it’s language. A way of saying something without saying anything at all.

In Berlin, Prada mirrored the city, turned up the bass, and let the reflection do the rest.

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