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"We can use it as a laboratory to do things in a more free way, kind of disconnected from the other system," said Prada. "But there is also work than can be reintroduced in other stores. I’m really focused on stores recently because you can do a beautiful show maybe and then there’s newspaper [coverage] and advertising, but in the end what people see are the stores.
"And basically I like the idea that you can transform a store into something else. You can inject so much energy, and you can do so much. It is a lot of fun."