” The highly visual journey through the Italian luxury brand’s evolution is connecting Prada aficionados with the fashion house’s heritage in ways that go beyond nostalgia, and already is promising a commercial payoff. “The exhibition is a multiplier,” said Lorenzo Bertelli, Prada Group’s chief group marketing officer. Prada projects that the Pradasphere exhibition anchoring the brand’s expansion in the Galleria Vittorio Emanuele shopping arcade will add 100 million euros ($111 million) in annual revenues, and Bertelli said that target could be surpassed. Pradasphere is fully booked into the new year and Bertelli said visitors have shown a tendency to spend more after immersing themselves in the brand’s history, sometimes going back to make an additional purchase after walking through the eight Pradasphere spaces. “We see that the customers who go through the museum have a completely different perspective of the brand and also they browse the store with completely different minds,” said Bertelli, who has been identified as the future leader of the Prada Group. The 38-year-old, whose roles include executive chairman of Versace , is the son of creative director Miuccia Prada and Prada Group chairman Patrizio Bertelli. Longtime Prada lovers will know that Mario and Martino Prada founded Fratelli Prada in 1913 in the historic Galleria. But they may never have seen in person the luxury bags and accessories, including a pleated evening bag with a devilish head-shaped clasp, its tongue sticking out, a detail that appeared on the Spring-Summer 2024 runway. And it may be news that the brothers designed the brand’s signature inverted triangle logo.