Prada Beauty has unveiled Europe’s largest hand-painted mural in the heart of Shoreditch, celebrating the latest chapter of its Prada Paradoxe fragrance story. Featuring global ambassador Zendaya, the monumental artwork brings the visual language of the new Sweet Chemistry Eau de Parfum campaign into one of London’s most recognisable creative neighbourhoods, giving the fragrance cinematography a physical presence to be experienced beyond the screen.
Spanning hundreds of square metres at 112 Tabernacle Street, the mural recreates a scene from the campaign film for Prada Paradoxe Sweet Chemistry Eau de Parfum, which sees Zendaya encountering a hand-painted mural of herself. Directed by Academy Award-winning filmmaker Barry Jenkins, the iconic moment in ‘Never The Same, Always Myself’ has now been translated into a real-life London setting, bringing together Prada’s worlds of fashion, art, fragrance, and storytelling.
First introduced in 2022, Prada Paradoxe explores femininity through the idea of perpetual evolution, celebrating identity as something fluid and continually changing. Sweet Chemistry Eau de Parfum develops the fragrance with a fruitier interpretation of the Paradoxe signature, introducing a new dimension of sweetness alongside its radiance and complexity. Sharp and soft notes sit in contrast within the composition, reflecting the fragrance house’s continuing exploration of individuality and self-expression.
The Prada Beauty mural will be available to view until 4th October at 112 Tabernacle Street, London EC2A 4LE. You can find out more about Prada Paradoxe Sweet Chemistry Eau de Parfum, and shop the fragrance at Boots nationwide as well as online, right here.
