• 건축사
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• 통권566호
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• pp.98-103
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• 2016

• 복식문화연구
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• 제22권2호
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• pp.258-272
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• 2014

This study aims at comprehending the characteristics of fashion communications through case study about an art marketing that Prada develops in the field of modern fashion and providing theoretical materials on creativity-based art marketing and communication spread as expression strategy for brand philosophy and personality. For its research method, theoretical study was reviewed about art marketing and Prada's fashion philosophy and then cases on Prada's art marketing were analyzed according to their types. Prada's types in their art marketing are classified into several groups: support of art foundation and artists, differentiation via flagship store, application of image fashion, exhibition project, and cooperative work with different realms. From the above marketing strategies, we can find the values in that the brand image imbedded in enterprises with culture and art was contributable to set up the brand identity, that they were much beneficial to continuous activation for fashion culture and art fields, and that fashion communications of artistic emotion based on challenge and innovation were proposed. This fashion communication in Prada via way of art marketing is not just expression of Prada's luxury fashion brand but willingness to make their unique style from different facades. This also suggests the orientation that modern fashion should look forward to in finding a new way through cooperative relationship with other fields.

• 복식문화연구
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• 제26권6호
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• pp.888-898
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• 2018

The purpose of this study was to review and establish the two concepts of art film and artistic expression in Prada fashion films, through a literature review of domestic and international case studies, as a form of luxury branded content, Prada fashion films are considered to artistic film genre. For the study, aesthetic expression in art films as discussed in the previous research was divided into four types. The study method was to review fashion / art films from the founding of YouTube, specially, works that used digital images from Thunder Perfect Mind, which was introduced in Prada in 2005, to Nylon Farm in 2018, stylistic features were searched by film. In addition, for this study, fashion film was analyzed based on the typology of art films. The following conclusions regarding artistic expression were drawn from this study : First, the Prada fashion films represent a transition to advanced art through a conceptual approach. Second, the causal relationships personality psychology can be cited through the disturbed and fragmented narrative lines. Third, the films help people identity Prada's aesthetics by humanizing the luxury brand. Fourth, the films are a feature of serialization.

• 패션비즈니스
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• 제16권5호
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• pp.146-163
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• 2012

This thesis aims to present how to make secure the identity of the brand with enhancing the esthetic expression of the brand and making the ways of emotional communication in variety, through investigating closely the case of Prada representative of the typical brands that have established the unique identity by cooperating the fashion with culture and art through their ingenious and consistent efforts. In the conclusion, the culture and art was found to be applied in two fields i.e. one of design and the other of marketing. In terms of the design, the method of inserting the image into the surface of the clothing and accessories was used. In the context, the illustration techniques, photographic patterns and applying the image of the art piece could be summarized to be used. In terms of marketing, the sponsorship of the art and exhibitions, look books, animations and fashion films, epicenter, the collaboration with the other kinds of enterprise, could be regarded as four ways of the approaches. The innovation and creativity, futuristic hybrid, nonprofit support of the art, the integration and consistency of the image of the arts could be concluded to be four major points defining the characteristics of the Prada renowned for the use of the culture and arts to its property.

• 한국실내디자인학회논문집
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• 제25권1호
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• pp.47-55
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• 2016

This article explores an extended sense of autonomy in contemporary architecture activated through the practice of fashion, by taking architect Rem Koolhaas' work Prada Epicenter in New York as a case. In doing so, it argues that throughout the work Koolhaas sets up a world in which the corporate and the individual are entangled together in complex ways. Instead of considering Prada Epicenter to be the exemplar illustrating that the global company-Prada-institutionalizes the designed commercial space in a top-down manner, this article claims that such a space imbricates a multiplicity of meaning that is generated at the intersections of the local and the global, the ordinary and the spectacular, and the individual and the institutional. In this respect French philosopher Gilles Lipovetsky's fashion theory works as a critical point: his claim that the ambivalence of fashion-both as corporate power and individual freedom-is a threshold encouraging us to better understand the operativity of late capitalism in daily life is extended to Koolhaas' case. In other words, Koolhaas' Prada Epicenter brings forth possibilities that the ostensibly technocratic and institutionalized space in fact works as a resillient field where senses of individual autonomy arise in the aid of corporative practice of branding.

• 한국산학기술학회논문지
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• 제14권10호
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• pp.5206-5214
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• 2013

본 논문은 Herzog & de Meuron이 지속적으로 그들의 작업에서 시도하고 있는 외피구축의 다양한 사례들 중 "Prada Aoyama Tokyo"에서 나타난 외피구축 방식 및 특성을 구조와 외피의 관계로부터 이해하고자 하였다. 연구의 결과 "Prada Aoyama Tokyo"에서 외피는 구조와의 관계를 최대로 수용하여 내부공간의 공간감에 영향을 미치는 요소로 작용하였으며, 외피가 단순히 표현을 위한 매체가 아니라 공간의 문제가 되었음을 확인하였다. 특히 이들이 표현하고자 하는 형태원리는 외피나 구조 그 자체라기보다는 오히려 이 두 가지 요소들 사이의 관계맺음을 통해 얻어지는 효과라 할 수 있다.

• 복식문화연구
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• 제14권4호
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• pp.529-541
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• 2006

The purpose of this study is to analyze the aesthetic characteristics of PRADA's sports fashion, leading the fashion trend and one of the most influenced designers in 1990's, and thereby, helps to forecast them in the future. We studied the concept of sports fashion and the historic background of PRADA sports fashion. We also used corroborative method resolving Internet illustrated magazine, fashion journals and magazines so as to analyze the aesthetic and formative features from 1990's up to now. The results were summarized as follows ; The sports fashion in 1990's was classified into functional sportswear and town sports look. The functional sportswear can be separated into active sportswear and street sportswear. Town sports look that has been combined the elements of design in active sportswear had characters slim silhouette and simple details influenced by minimalism and reflected on the mainstream of 1990's lifestyle. Especially, PRADA's town-wear using high-tec textiles for sportswear affected on other couturiers and settled down them in the world wide fashion trend with her aesthetic expression. The aesthetic characteristics of PRADA's sports fashion appear the zenith of the minimalism and the elements of postmodernism which expressed remarkably the advanced future and familiar past at the same time as like high-tec materials, and classic silhouettes with functional details. Finally, we are able to anticipate that the aesthetics of PRADA sports look will be continued in the 21C with concerning about well-being, health, and sports & leisure.

• 한국실내디자인학회논문집
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• 제16권2호
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• pp.201-208
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• 2007

The $21^{st}$ century is the age of sentiment and image. As industrial development pushes the demands of consumers for various goods, the marketing patterns of these goods have individualized. They are expressions embedded with various meanings. Retail shops, now going beyond the practical purpose of display and sales of goods, enhancing brand images and establishing a consumer-oriented strategy, play a key role in reacting to and creating overall cultural issues. This study will analyze and investigate the Prada retail shop, which has distinguished its brand image and effectively promoted its identity through a sustained management strategy. The Prada retail shop has established an image of a cultural icon through cultural marketing. It suggests individuality and creativity along with diversity It reflects the basic concepts of cultural marketing, freedom of expression combined with information and high technology. The Prada building symbolizes the brand itself. To foster these kinds of retail shops, data and information based on continuous studies must be provided and shared, and also the systematic reinterpretation and the effective presentation of expressive trends in interior design needs to be studied on an ongoing basis.

• 자연과학논문집
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• 제15권1호
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• pp.149-158
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• 2005

본 연구는 90년대 이후 안티 디자인, 미니멀스타일의 오리지널리티를 가진 프라다의 전시 기획을 통하여 최근 트렌드인 노노스, 해체, 기능주의에 대한 프라다의 패션스타일을 다시 한번 검색하고, 전시기획에서 보여주는 현대디자인의 의미와 디자이너 프라다가 보여주는 창조를 통해 변모해 가는 기능주의와 패션의 예술성, 문화적 담론으로 다가가는 패션전시기획에 대하여 새로운 장을 여는 패션의 전시장 진출에 있다. 패션은 정지해 있지 않다는 것은 모두가 알고 있지만, 전시장 속에서는 다양한 장르와 융합된 패션아이템 뿐 아니라 빛과 움직임에 대한 해석, 현대디자인의 새로운 발전, 그리고 끊임없이 질문에 대답해야 하는 현대예술과 문화의 새로운 출구를 제시한다.

• 복식문화연구
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• 제29권5호
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• pp.617-633
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• 2021

The purpose of this study is to examine emerging trends in fashion films and the impact of COVID-19 through analysis of Prada films produced before and after the initial spread of the COVID-19 pandemic. We selected 40 cases occurring prior to the pandemic, from June to December 2019, and 21 cases occurring since the outbreak, from June to December 2020. To identify relevant trends, we conduct a literature review and examine a range of case studies. First, travel restrictions and confronting activities currently inhibit production. Through our case study analysis, we identify nineteen cases in between before and after COVID-19. Secondly, Prada can be seen to mainly produce episodes and promotional films. Additionally, it develops content showcasing brand values in environmental, cultural, creative, and sport-related fields; intended audiences extend beyond the realm of fashion. Thirdly, a new film category began to develop after the outbreak of COVID-19, namely, narrative films utilizing virtual interactions. According to our analysis results, we expect film production that is increasingly facilitated by virtual communication, technology utilization, and online platforms to continue even after the resolution of COVID-19. New film categories will emerge, and we predict that the gap between the number of cases before and after COVID-19 will narrow.