Runway to restaurant: Prada’s dining strategy targets Gen Z

Italian maison is launching ‘Rong Zhai Enchanted,’ a luxury Shanghai restaurant blending art, cinema, and cuisine to engage younger, experience-driven consumers.

Prada is opening a luxury restaurant inside Shanghai’s historic Rong Zhai mansion, blending Italian cuisine, cinematic design, and experiential branding in one of its boldest China moves yet.

Though luxury fashion brands entering the restaurant business is no longer new, Prada China has announced a concept that may reshape luxury dining in Shanghai. Its upcoming Shanghai restaurant, “Prada Rong Zhai Enchanted,” will open on March 31 on the second floor of the historic Rong Zhai mansion. Soft openings are scheduled for March 28 and 30, and guests can reserve seats via the Prada Rong Zhai Enchanted WeChat mini program starting March 29.

A cinematic dining experience curated by Wong Kar-wai #
The entire space has been designed by renowned director Wong Kar-wai, drawing inspiration from the philatelic concept of “tête-bêche,” or inverted stamps. Through visual motifs of mirroring and reflection, Wong creates a “cultural bridge” between Prada Milano and Shanghai — transforming the venue into an immersive, cinematic environment.

Wong’s signature aesthetics, evocative of In the Mood for Love and Happy Together, are paired with the architectural elegance of the century-old mansion. Meanwhile, the menu blends Italian and Chinese culinary traditions, turning the experience into a curated journey of luxury dining infused with Prada’s DNA.

The Jing Take #
Although the restaurant is yet to officially debut, it has already become a hot topic on Chinese social media. Amid economic volatility and weakened discretionary spending, Prada China’s move into experiential dining offers a strategic path to connect with Gen Z and millennial consumers.

According to Zhimeng Consulting’s “2024 China Consumer Trends Report,” younger shoppers are more likely to pay for unique experiences and brand culture over products alone. Dining spaces — from boutiques to Michelin-starred restaurants — are becoming critical tools for luxury storytelling.

Luxury labels turn to restaurants to build brand culture #
Luxury brands in China are increasingly expanding into hospitality. Consider Louis Vuitton’s Shanghai restaurant equivalent: The Hall, which opened in Chengdu in 2022. With Michelin recognition and a unique art-driven environment, the restaurant became a landmark that merged lifestyle, luxury, and dining. The topic “ChengduLVRestaurant” has reached 2.06 million views and over 5,350 discussions on Xiaohongshu (also known as RedNote).

This is not Prada’s first foray into culinary experiences. During its 2023 Prada Sphere II exhibition in Shanghai, the brand recreated its Prada Milano café from London. Many visitors went specifically to sample “Prada-branded coffee,” a sign of how fashion-led gastronomy is becoming a gateway for brand engagement.

Can Prada’s restaurant win over China’s experience-seeking shoppers? #
Veteran restaurateur Hu Xu commented in an interview with Jing Daily: “Compared to staging a grand brand show, opening a brand-related dining venue with stylish and buzzworthy locations is more effective for consumers to engage and promote the brand to the fullest.”

Rong Zhai, a restored mansion once owned by flour magnate Rong Zongjing, has served as Prada China’s cultural base since 2017. Prada Rong Zhai Enchanted aims to meet modern consumer expectations for both culinary indulgence and cultural depth.

On Xiaohongshu, the hashtag “PradaRongZhai” has exceeded 10 million views, reflecting rising interest in lifestyle-driven, experiential retail tied to luxury fashion.

By merging Prada Milano heritage, Wong’s cinematic vision, and modern Shanghai restaurant culture, the new venue reinforces Prada’s position in China’s luxury market.

As Prada China adapts to a generation that seeks experiences over exclusivity, this project could become a landmark of experiential branding in the region — and a case study in how luxury dining helps build cultural capital.