Smart set turn out for Prada's Auckland store opening

Sally Ridge (above) joined Auckland's style conscious, including (below) Francis Hooper and his daughter, Pebbles, at the opening of Prada on Queen St last night. Items on display included a $4000 bag. Pictures / Greg Bowker

New Zealand's first Prada store celebrated its opening in style last night.

The luxury Italian fashion house, which opened a store on Auckland's Queen St last week, pulled out at all the stops for its official launch event.

Guests arrived to glasses of champagne and tasty hors d'oeuvres, with dozens of store staff on hand to meet any requests.

A DJ had set up at the back of the store among men's leather goods, while immaculately presented waiters manned a bar nearby.

Among the crowd were Jaime Ridge and her boyfriend, Josh Bloxham, as well as Mayor Len Brown, Michelin-star chef Josh Emett and his wife, Helen Cranage.

Most of the mingling took place on the store's ground level, which features black and white marble chequered flooring typical of many Prada stores around the world.

A selection of the label's pieces, which included the $3795 Saffiano Cuir Double Bag and a pair of $610 red flats, were displayed on glass shelves.

Part of the first floor has also been designated as a private viewing area for regular Prada customers who can sip champagne on the couch while viewing pieces brought to them by staff. They also have their own changing room and can relax on a couch overlooking Queen St.

The floor is accessible by a crystal elevator or black marble staircase.

Francis Hooper, co-owner and designer of World, said it was great to finally have a Prada store in Auckland. He said the store, which is near other high-end brands Gucci and Louis Vuitton at the bottom of Queen St, would be a big hit.

"It's going to go off, Auckland's a big city," Mr Hooper said.

"It's not about practical needs, it's about desire."

Check out more pictures from the event on the Herald Life Facebook page