Recently, Prada opened a vegetable market in Shanghai.
The oversized and conspicuous Prada logo, the iconic Jacquard printed wallpaper, the fruits and vegetables dressed in “FEELS LIKE Prada” pattern paper… This is the “Wuzhong Market” at No.318 Urumqi Middle Road, Xuhui District, Shanghai “Put on” Prada went viral.
China’s “Prada Restaurant”, which debuted before the holidays, has a great reputation. It has continued to become popular on major social platforms in China within two weeks, and it has also made Wuzhong City one of the most famous food markets in Shanghai in recent years.
This is a pop-up event jointly organized by Prada, Italy’s top fashion luxury brand, and Wuzhong Market. It will last for 14 days and the deadline is October 10.
During this period, the Prada food market is restricted in flow at the entrance, and a long line is formed to look in through the window. In the 2000 square meter food market, the Prada logo and three classic colors are everywhere, and the walls and stalls are also used. With the same decoration, the fruit and asparagus are wrapped in Prada paper.
More importantly, during this period, purchases over 20 yuan (RMB) can get a limited supply of Prada 2021 autumn and winter printed paper handbags for free!
According to the official, each booth will supply Prada autumn and winter series printed packaging bags from 10:00 to 16:00 daily. There are 3 patterns in the series of printed packaging bags.
This may be the biggest selling point of Prada Vegetable Market. Some netizens sighed: “The only Prada I can afford has finally appeared.”
For a time, Douyin, Weibo, Xiaohongshu… Almost all Chinese social media platforms have flocked to the Internet, and groups of young people are in an endless stream: girls in fashionable clothes, boys who never buy food, a lot of people , Pick and choose, they buy some food that is convenient to carry, and then take pictures and check in.
October 10 was the last day of this pop-up event. There was still a lot of people at the scene. Many young people bought paper bags for more than 20 yuan, and then took pictures and punched in.
However, some reporters saw on the spot that a young woman in a floral dress first held up the bought celery, in a concave shape on the stairway of the vegetable market, and after turning around and out of the vegetable market, the scene of “prophecy” happened by netizens. : She actually threw the celery she had just bought directly into the trash can on the side of the road.
Netizens have expressed confusion about this wasteful behavior, and some netizens said that it is OK to give it to the elderly who come to buy food. It is shameful to waste.
I have to say that this crossover has allowed more young people to enter the market.
But what about after entering the market? Checking in and taking pictures, throwing away vegetables… only proves that these people don’t usually buy vegetables to cook. I believe that everyone who buys and cooks will never throw away good vegetables. In the eyes of some people, the value of a bundle of celery is obviously not as valuable as a Prada paper bag.
The vegetable market has become an online celebrity check-in and marketing point, is it helpful for selling vegetables?
In fact, the Prada packaging vegetable market is to cope with the release of the 2021 autumn and winter advertising blockbuster. It uses a pop-up store (September 27th ~ October 10th) to wrap different styles of buildings in the city with autumn and winter series of prints. In addition to Shanghai, Prada will also do similar activities in Tokyo, Milan, New York, Rome, Paris and other cities.
It is said that Prada chose this restaurant for a reason. Urumqi Middle Road was originally an Internet celebrity food street. In the Hengfu historical and cultural area where it is located, there are western restaurants, full of style and petty bourgeoisie; but as soon as you enter this street, it will be filled with fireworks and return to the world. Around the corner of Wukang Road, there are net celebrities where young people drink afternoon tea.
The ordinary vegetable market is not only the most down-to-earth place in life, but also easily becomes the topic center of the new consumption era.
In recent years, China’s popular “net celebrity vegetable market” transformation, such as Beijing Sanyuanli Vegetable Market, Hangzhou Hongshiban Farmer’s Market, Shanghai Yuyuan Public Market, etc., under the “wild transformation” of the designers, it has been transformed from dirty, messy and poor. The style of street stalls has embarked on the style of art, ins, Japanese minimalism and even cyberpunk, just to cater to the tastes of young people.
However, if you blindly pursue individuality and fashion, the vegetable market will fall into an embarrassment: “There are more people taking pictures than buying vegetables,” and it is difficult for the passenger flow to translate into actual sales.
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