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April 28, 2009updated Jul 17, 2015

Prada Opens Concept Store in Rockefeller Center

By Pardhasaradhi Gonuguntla

Prada comes to Sunglass Hut, thanks to a special partnership between the Italian luxury brand and specialty retailer. From April 28 until May 5, Prada Eyewear is available at a temporary concept store in Rockefeller Center’s existing Sunglass Hut location. Further, personalized Prada windows and customized store displays will be featured in stores in California, Florida, New York, and Nevada.

Through the new shopping experience, Prada hopes to strengthen its relationships with its customers and strategic partners in the U.S., an idea implemented after success with specialty stores in Italy last year.

“We loved the idea of showcasing the overall world of Prada Eyewear,” Prada Licensing Director Matteo Sessa Vitali said in a press release. “The Sunglass Hut store at Rockefeller Center, our Retail partner, is the best venue for hosting this project for the first time ever. New York is one of the most important cities in terms of business and image – that’s why we decided to launch our first Eyewear Concept store here.”

When the ad hoc shop closes May 5, Prada fans need not worry: the collection featured will be available online at

“We are thrilled to be the first retailer to dedicate an entire store and all of its internal resources in an effort to promote one brand,” Jack Krause, head of Sunglass Hut North America at Luxottica Retail, announced to the press. “With Prada, we are providing our consumers with a novel way to celebrate sunglasses, whether they seek fashion, luxury, or performance eyewear.”

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