Stand at the Place Beauvau end of the very posh Avenue Martigny in the poshest part of posh Paris and you'll be hard pushed not to catch sight of Prada's "Temporary Space." Externally, this looks like a bridge - hardly an accident as the Italian architect responsible for the design took much of his inspiration from the nearby Mirabeau Bridge, a green-painted cast iron 19th century structure.
It is certainly impressive and, unlike many luxury stores, has a very open-door policy when it comes to welcoming shoppers, irrespective of the width of their wallets.
The point about this shop however is that while many are calling it a "pop-up" (it will only be in business until the end of March), it has a feeling of permanence, both in terms of store design and the quality of the fixturing, that rather gives the lie to this.
Which calls into question the notion of what we mean by a pop-up. Is it something quick and dirty, or can a super-luxe environment also qualify? Have a look and make your own mind up and decide whether the inherent snobbery implicit in the use of the word "temporary", rather than pop-up, is merited. And if you're in Paris, go have a look. You probably won't be able to afford much, but on the other hand, it is a trompe l'oeil spectacle.
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