about us

At Prato, we believe in the power of design to elevate lifestyles and evoke emotions. We are committed to crafting high-end, exclusive, and prestigious products that redefine luxury. Our limited quantity and limited-edition approach ensure that each piece is a true masterpiece, meticulously crafted with perfection. We prioritize quality over quantity, upholding the highest standards of craftsmanship in every creation. Experience the epitome of luxury and style at Prato, where impeccable craftsmanship, exclusivity, and refined design converge. Explore our world of high-end fashion, lifestyle products, and living-style designs that exude opulence and elegance. Join us on this remarkable journey, as Prato continues to shape the landscape of luxury design, setting new standards of excellence and elevating lifestyles to extraordinary heights.

At the heart of Prato's creations lies our unwavering commitment to craftsmanship and attention to detail. We collaborate with skilled artisans who share our passion for excellence, ensuring that every piece reflects our devotion to perfection. From meticulously hand-stitched garments to intricately designed accessories, we leave no stone unturned in the pursuit of exceptional quality. Each creation is a testament to the artistry and mastery that goes into our luxury designs.

Design Process and Showcasing:

Prato is involved in every step of the design process, from conceptualization to manufacturing and distribution. We meticulously translate our creative vision into tangible products, ensuring that every detail aligns with our brand identity. We proudly showcase our collections through high-profile fashion shows, captivating advertising campaigns, and exciting collaborations with renowned artists, celebrities, and designers. In addition to our flagship stores in prominent fashion capitals worldwide, we offer a seamless online experience, allowing our global clientele to explore and acquire our exclusive creations.

Design Philosophy:

At Prato, our design philosophy is rooted in several key principles. We prioritize functionality, ensuring that our designs serve their intended purposes effectively. User-centered design is at the core of our approach, understanding and fulfilling the needs of our discerning clientele. Aesthetics play a pivotal role, creating visually captivating and harmonious designs that delight the senses. We embrace simplicity, consistency, balance, hierarchy, and emphasis to create compelling and user-friendly experiences. Moreover, we are committed to accessibility, innovation, and sustainability, integrating these values into our design process.

"Design is not just what it looks like and feels like. Design is how it works." - Steve Jobs

WHY prato: 🏡 house of design

Prato distinguishes itself from other design houses in several ways, setting it apart in the highly competitive luxury market: By combining these unique elements, Prato differentiates itself as a luxury design house catering to the ultra-wealthy with exceptional craftsmanship, exclusivity, and a comprehensive range of design offerings.

1. Exclusive Target Audience:
Prato specifically targets billionaires and Ultra High Net Worth Individuals (UHNWI). By focusing on this niche clientele, Prato tailors its designs, products, and services to meet the discerning tastes and preferences of the ultra-wealthy, offering a highly personalized and exclusive experience.

2. Limited Quantity and Limited Editions:
Prato creates products in limited quantities and limited editions, ensuring rarity and uniqueness. This approach enhances the exclusivity and desirability of Prato's offerings, appealing to collectors and individuals seeking exceptional and scarce pieces.

3. Handcrafted Perfection:
Prato's dedication to craftsmanship is a defining feature. With an emphasis on handmade techniques and meticulous attention to detail, Prato ensures that its products reach the pinnacle of quality and artistry. The focus on artisanal craftsmanship sets Prato apart in an era where mass production is prevalent.

4. Broad Range of Design Areas:
Prato's scope encompasses a vast array of design areas, transcending traditional fashion boundaries. From fashion and accessories to architecture, automotive design, luxury yacht designs, and beyond, Prato offers a comprehensive range of design services, delivering a holistic approach to luxury living.

5. Strong Brand Image:
Prato strives to cultivate a powerful brand image associated with sophistication, elegance, and exclusivity. By creating iconic and distinct design aesthetics, Prato aims to establish itself as a symbol of luxury, style, and status among billionaires and UHNWI.

6. Involvement in All Design Aspects:
Prato is involved in all aspects of the design process, from conceptualization and development to manufacturing and distribution. By maintaining control over every stage, Prato ensures that its designs retain their integrity and adhere to the brand's high standards.

7. Collaboration and High-Profile Showcasing:
Prato actively engages in collaborations with renowned artists, celebrities, and designers. These partnerships allow Prato to infuse its designs with fresh perspectives and tap into diverse creative networks. Additionally, Prato showcases its collections through high-profile fashion shows, advertising campaigns, and other prominent platforms, solidifying its presence in the luxury industry.

8. Strong Online Presence and Flagship Stores:
Prato understands the importance of both physical and digital touchpoints. While maintaining flagship stores in prominent fashion capitals worldwide, Prato also establishes a robust online presence to cater to its global clientele, providing a seamless and immersive luxury shopping experience.

"Creativity is contagious. Pass it on." - Albert Einstein

prato: DNA 🧬

The Prato DNA represents the unique and defining characteristics that make up the essence of the brand. It encompasses the core values, vision, and distinctive attributes that set Prato apart from other luxury design houses.

1. Exclusivity:
Prato embodies exclusivity, catering to billionaires and Ultra High Net Worth Individuals (UHNWI). The brand offers limited-edition products, crafted in limited quantities, ensuring a sense of rarity and uniqueness for its discerning clientele.

2. Craftsmanship and Perfection:
Prato upholds the highest standards of craftsmanship and attention to detail. The brand takes pride in creating products that exemplify flawless artistry and meticulous precision, crafted by skilled artisans who pour their expertise into every piece.

3. Quality over Quantity:
Prato's DNA places a strong emphasis on quality over quantity. The brand focuses on creating products of exceptional quality, using the finest materials, and employing meticulous techniques. Prato stands for longevity and durability, ensuring that its creations are timeless and built to last.

4. Iconic Design Aesthetics:
Prato cultivates iconic design aesthetics that are associated with sophistication, elegance, and exclusivity. The brand aims to create designs that transcend fleeting trends and become timeless symbols of luxury and style.

5. Global Presence and Influence:
Prato aspires to be a global leader in the luxury design industry. The brand establishes a strong presence in prominent fashion capitals worldwide, showcasing its collections through high-profile events and collaborations. Prato aims to influence and shape the direction of the design and fashion industry.

6. Innovation and Creativity:
Prato embraces innovation and creativity as driving forces behind its designs. The brand pushes boundaries, explores new techniques, and challenges conventions to create groundbreaking and visionary designs that captivate and inspire.

7. Cohesive Brand Experience:
Prato strives to create a cohesive brand experience across all touchpoints. From the flagship stores to the online presence, Prato ensures that every interaction with the brand reflects its values, heritage, and aspirational lifestyle.

8. Luxury Lifestyle:
Prato goes beyond fashion and extends into various aspects of luxury living. The brand's DNA includes creating not only fashion and accessories but also home goods, beauty products, automotive designs, interior design, and more. Prato aims to curate a comprehensive luxury lifestyle for its esteemed clientele.

9. Attention to Sustainability:
Prato integrates sustainability into its DNA, recognizing the importance of ethical practices and responsible design. The brand prioritizes environmentally friendly materials, responsible sourcing, and production processes, aligning with the values of its affluent customers who appreciate sustainable luxury.

10. Elevation of Design and Fashion Industry:
Prato sees itself as a key player in shaping the design and fashion industry. The brand aims to set trends, define fashion seasons, and influence the overall direction of the industry, becoming a driving force in innovation and creative expression.

These elements collectively form the DNA of Prato, representing its core identity, values, and aspirations as a distinguished luxury design house catering to billionaires and UHNWI.

Designing Your World, One Masterpiece at a Time: Prato, Where Luxury Becomes Your Signature.

Design Process

The Prato Design Process is a systematic approach employed by the luxury design house to create exceptional products and experiences. This process encompasses several stages that allow for the development of innovative and high-quality designs. Here is an overview of the Prato Design Process:

1. Research and Inspiration:
- The design process begins with thorough research and gathering inspiration from various sources such as fashion trends, art, culture, and customer preferences.
- The Prato design team immerses themselves in the target market, gaining insights into the needs, desires, and aspirations of their affluent clientele.

2. Concept Development:
- Based on the research and inspiration, the design team generates a range of design concepts that align with Prato's vision and the desires of the target audience.
- Concepts may include sketches, mood boards, fabric samples, and other visual representations to convey the intended aesthetic and style.

3. Design Refinement:
- Selected design concepts are refined and further developed with meticulous attention to detail.
- The team explores different materials, color palettes, textures, and finishes to enhance the overall appeal and luxury feel of the designs.
- Iterative feedback loops and collaboration among designers, artisans, and craftsmen play a crucial role in this stage to achieve excellence.

4. Prototype Creation:
- Once the design concepts are refined, Prato produces prototypes of the selected designs.
- Prototypes can be physical mock-ups, digital renderings, or 3D models, depending on the nature of the product or experience.
- Prototypes allow the team to evaluate the form, functionality, and user experience, making necessary adjustments and improvements.

5. Testing and Evaluation:
- Prato conducts rigorous testing and evaluation of the prototypes to ensure they meet the highest standards of quality, craftsmanship, and user satisfaction.
- User feedback, usability studies, and expert assessments contribute to refining the designs further.

6. Production and Manufacturing:
- Once the designs are finalized, Prato oversees the production and manufacturing processes.
- Prato works closely with skilled artisans, manufacturers, and suppliers who share their commitment to precision and uncompromising quality.
- The use of premium materials, exquisite craftsmanship, and attention to detail throughout the production phase are hallmarks of Prato's creations.

7. Quality Assurance:
- Prato has stringent quality assurance measures in place to ensure that each product meets the brand's exacting standards.
- Products undergo rigorous inspections, testing, and quality control checks to guarantee the finest craftsmanship and durability.

8. Presentation and Showcasing:
- Prato presents its collections through various channels such as high-profile fashion shows, exclusive events, and curated exhibitions.
- The designs are showcased in a manner that reflects the brand's luxurious and sophisticated image, capturing the attention of discerning customers.

9. Distribution and Customer Experience:
- Prato carefully selects distribution channels and partners to ensure that its designs reach the intended audience in a manner befitting their exclusivity and prestige.
- Prato's flagship stores and online platforms provide a seamless and exceptional customer experience, reflecting the brand's commitment to luxury and personalized service.

Throughout the entire Prato Design Process, creativity, innovation, attention to detail, and a deep understanding of the target audience remain central. Prato's dedication to quality craftsmanship, exclusivity, and timeless design aesthetics ensures that each product and experience represents the epitome of luxury and sophistication.

Design Approach and Principles

Prato's design approach and principles are founded on the belief that exceptional design combines creativity, functionality, and a deep understanding of the needs and desires of our discerning clientele. Here are the key elements that define Prato's design approach and principles:

1. User-Centered Design:
At Prato, we place the needs, preferences, and experiences of our customers at the heart of our design process. We conduct thorough research and employ empathy to gain a deep understanding of our target audience, allowing us to create designs that resonate with them on both functional and emotional levels.

2. Functionality and Purpose:
We believe that design should go beyond aesthetics and prioritize the functionality and purpose of a product or service. Prato designs are meticulously crafted to fulfill their intended uses seamlessly, ensuring that each element serves a meaningful purpose.

3. Aesthetics and Emotional Appeal:
Prato designs exude a sense of timeless beauty, elegance, and sophistication. We strive to create visually captivating experiences that evoke positive emotions, leaving a lasting impression on our clientele.

4. Sustainability and Ethical Considerations:
Prato is committed to sustainability and ethical practices in our design process. We aim to minimize our environmental footprint, incorporate responsible sourcing of materials, and promote ethical production methods, aligning our designs with the values of our discerning customers.

5. Innovation and Creativity:
Prato embraces innovation and fosters a culture of creativity. We push the boundaries of traditional design, exploring new materials, techniques, and concepts to deliver fresh, forward-thinking solutions that captivate and inspire.

6. Contextual Relevance:
Prato recognizes the importance of cultural, social, and technological contexts in design. We carefully consider the broader context in which our designs will exist, ensuring that they are relevant, meaningful, and resonate with our diverse global clientele.

7. Attention to Detail:
Prato's designs are characterized by meticulous attention to detail. Every aspect, from the stitching on a garment to the finishing touches on a piece of furniture, is executed with precision and craftsmanship, contributing to the overall quality and luxury of our creations.

8. Collaboration and Iteration:
Prato fosters a collaborative design process that encourages input from multidisciplinary teams, allowing diverse perspectives to enrich our creations. We embrace an iterative approach, continuously refining and improving our designs based on user feedback and market insights.

9. Brand Identity:
Prato's design approach is deeply rooted in our brand identity. We maintain a consistent and recognizable design language across our diverse product offerings, reflecting our commitment to luxury, exclusivity, and elegance.

10. Emotional Connection:
Prato designs are crafted to evoke emotional connections with our clientele. We aim to create designs that resonate with their aspirations, desires, and personal values, establishing a strong bond between the customer and our brand.

By adhering to these design principles, Prato strives to create exceptional, iconic designs that transcend trends, embodying the essence of luxury, sophistication, and exclusivity.

Design Thinking and Process

Prato embraces design thinking as a fundamental approach to problem-solving and innovation. Design thinking is a human-centered methodology that emphasizes understanding the needs, behaviors, and aspirations of users or customers to create meaningful and effective solutions. Here's an overview of Prato's design thinking process:

1. Empathize: Prato starts by deeply understanding the target customers, their desires, and their pain points. This stage involves conducting research, interviews, observations, and immersing in the users' world to gain valuable insights. By empathizing with the customers, Prato designers can develop a holistic understanding of their needs and aspirations.

2. Define: In this stage, Prato designers synthesize the insights gained during the empathize stage to define the core problem or opportunity. By framing the problem or opportunity statement in a user-centered manner, designers ensure that their focus remains on creating solutions that address real needs and create value.

3. Ideate: Prato encourages divergent thinking during the ideation stage. Designers engage in brainstorming sessions, workshops, and other creative techniques to generate a wide range of ideas. The goal is to explore different possibilities, challenge assumptions, and foster innovative thinking. No idea is disregarded at this stage, allowing for the emergence of novel and transformative concepts.

4. Prototype: Prototyping is an essential part of the Prato design process. It involves creating tangible representations of ideas to visualize, test, and iterate on potential solutions. Prato designers use various prototyping techniques, such as sketches, wireframes, 3D models, or interactive mock-ups, to bring ideas to life and gather valuable feedback.

5. Test: Prato places a strong emphasis on user feedback and testing throughout the design process. Designers present prototypes to target users and stakeholders, seeking their input and observations. This stage helps validate assumptions, uncover insights, and identify areas for improvement. Iterative testing allows designers to refine their solutions based on user feedback, ensuring that the final products meet user expectations.

6. Iterate: Prato's design thinking process is iterative, meaning that it involves repeating the stages based on the learnings and insights gained. Each iteration allows for continuous improvement, refinement, and innovation. Designers incorporate feedback, make necessary adjustments, and repeat the cycle until an optimal solution is achieved.

By applying design thinking, Prato fosters a creative, user-centric, and iterative approach to design. This methodology enables designers to uncover latent needs, generate innovative ideas, and develop solutions that resonate with their target customers. Prato's design thinking process promotes collaboration, empathy, and an openness to exploring new possibilities, ensuring the creation of impactful and meaningful designs.

A World of Prestige, Unleashed:
Prato, Where Luxury Meets Innovation


House of Design
Casa Prato 59100
City of Prato,
Province of Prato,
Tuscany Region, Italy

Corporate HQ
Bahnhofstrasse 100
8001 Zürich


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