Art of Prada

The luxury fashion brand makes a splash in East Hampton with a new boutique.
Prada’s beach-inspired outpost. Photo courtesy of Prada

By Julia Szabo

Of all the ways that Prada has expressed its iconic triangle logo in the 109 years since the house’s founding in Milan, a green neon sign just might be the most surprisingly contemporary, with artful echoes of a Dan Flavin art installation. And of the many must-have handbags proudly bearing that same signature Prada triangle, an open-weave raffia tote could be the most unexpected. These are just two of many delights in store for East End shoppers, who now have a new destination on their luxury browsing itineraries. The first-ever Prada store in East Hampton, which opened last month at 2 Newtown Lane, successfully repackages shopping as an art form.

One has come to expect such an elevated approach from the Italian luxury label whose Milan-based Fondazione Prada has spearheaded so many important cultural projects since its founding in 1993. Why shouldn’t recreational resort gear be every bit as chic as the everyday status accessory one carries to work? To drive the point home, the East Hampton shop interior—which Prada appropriately calls an “installation”—is outfitted in floor-to-ceiling vertical stripes of green and white, conferring the playful effect of being wrapped up in a cheerful, unisex beach towel within a cozy poolside cabana where gentle sunlight floods in.

Discover special, quirky items that speak to the Hamptons summer vibe, available at no other Prada store anywhere in the world—such as shallow-brimmed raffia hats that look equally smart at a summer afternoon wedding as they do on a long day at the beach. But it’s not all fun and games. Shoppers may also rest assured that this 1,600-square-foot space delivers on what every global Prada aficionado expects and craves: elegant, impeccably tailored men’s and women’s ready-to-wear collections, luxe leather goods, footwear and accessories, all designed to make a subtle and serious style statement. 2 Newtown Lane, East Hampton;