In Good Company with Nicolai Tangen Prada Group CEO: The Old Normal of Luxury, the Bet on Versace and Why Patience Beats Trends
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Apr 8, 2026 
Andrea, Prada Group CEO — a long-time luxury exec steering Prada and Miu Miu. She discusses Prada’s cultural DNA, balancing consistency with change, reimagining retail as immersive experiences, preserving Versace’s roots after acquisition, using AI for personalised marketing, and leading cultural change that empowers creativity and decision-making.
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Luxury Needs Normalization Into Experience
- Luxury must return to exclusivity, selectivity, dreams and hospitality rather than endless growth.
- Andrea argues the industry overgrew and now needs 'normalization' into experience-led value, not constant expansion.
Hong Kong Store Turned Into A Branded Apartment
- Prada converted a whole floor in a Hong Kong store into a branded apartment for events and private experiences.
- The space hosts dinners and exclusive products, exemplifying 'all normal' experiential retail.
Practice Patience Between Brand And Creativity
- Be patient and maintain a positive tension between brand management and creative direction.
- Andrea says long-term creative commitments beat short-term wins and consumers reward consistent brand vision.
