Prada brings “days of summer” to Capri A sensory experience between dream and reality

For summer 2025, Prada transforms Capri into an enchanting setting, bringing to life Days of Summer, a campaign that goes beyond the visual and becomes a true experience. From July 7 to 13, the bay of Punta Carena hosts an artistic installation that blends reality and imagination, redefining the concept of brand communication. Center stage are ten wooden boats, reinterpreted in the delicate pastel shades that define the maison’s summer palette. They float over the crystal-clear waters of Lido del Faro like surreal visions, capturing the eye and playing with the boundaries between the real and the illusory. Each boat evokes a sense of exploration, freedom, and pleasure that permeates Prada’s visual universe this season. The entire experience unfolds between Bagni Lido del Faro, in the evocative Anacapri, and the Prada boutique on Via Roma, in the heart of the island. A project that confirms the brand’s bold vision, capable of merging art, fashion, and storytelling into an unforgettable summer.

On land, the experience continues with an ephemeral installation designed to engage the public in a direct and sensory way. Visitors can enjoy artisanal ice creams and receive special limited-edition kits to create customized scoubidous. The monochromatic cords, inspired by the colors and nautical theme of the campaign, allow guests to make small decorative objects such as keychains or tricks, enhanced with Prada-branded details. The presence of Days of Summer in Capri represents a natural step in the evolution of the brand’s visual storytelling: a sophisticated aesthetic that translates into real, evocative, and temporary experiences. The installation lasts only one week, at the height of the tourist season, offering a fleeting and precious emotion — just like the days of summer.