Region: United Kingdom | Date: November 1, 2026
Prada Beauty has brought its Paradoxe fragrance campaign to the streets of London with what has been described as Europe’s largest hand-painted mural, featuring global ambassador Zendaya. The installation, located at 112 Tabernacle Street in Shoreditch, spans approximately 440 square meters of building facade and was created by hand, turning a luxury fragrance launch into a piece of large-format public art.
The mural recreates a scene from the campaign film “Never The Same, Always Myself,” directed by Academy Award-winning filmmaker Barry Jenkins, in which Zendaya walks past a hand-painted mural of herself. The London installation brings that filmic concept into a physical setting, blurring the line between screen and street, and between advertising and art. The artwork is part of the launch of Paradoxe Sweet Chemistry, the newest addition to Prada’s Paradoxe fragrance line, which the house describes as exploring the relationship between fruitiness, floral notes and sweetness, with notes including blackcurrant and neroli.
Zendaya has been the face of Prada Paradoxe since 2025, after publicly discussing her attachment to the original Paradoxe Eau de Parfum, which she wore to the Met Gala. The original Paradoxe launched in 2022 around the idea of embracing the different sides of a woman’s identity. With Sweet Chemistry, Prada has extended that narrative into a physical London activation, using Zendaya’s image as the centerpiece and situating the launch in Shoreditch, a neighborhood known for its street art and creative community.
The choice of a hand-painted mural, rather than a digital screen, is significant. In an outdoor advertising landscape increasingly dominated by LED billboards and programmatic displays, a labor-intensive painted facade offers a different kind of presence: slower, more permanent, and closer to the craft traditions of the neighborhood. It also creates a distinct visual identity that photographs well and travels across social media, amplifying the campaign’s reach beyond the physical location.
The mural is part of a wider trend among luxury brands of using out-of-home as a canvas for artistic expression rather than simple product display. Hand-painted walls, architectural projections and experiential installations allow brands to align with culture and creativity while generating organic earned media. For Prada, the Shoreditch mural reinforces the house’s long history of engaging with art, from its collaborations with contemporary artists to its Pradasphere exhibitions and its tradition of commissioning artists for fashion-show environments.
For passers-by and shoppers in Shoreditch, the installation offers a rare chance to encounter a luxury campaign at human scale, up close and in an everyday urban setting. The location itself adds meaning: an area built on independent galleries, street artists and creative studios provides a fitting backdrop for a fragrance that celebrates self-reinvention, extending the campaign’s narrative from film screen to city street.
For the out-of-home industry, the campaign illustrates how luxury advertising continues to push the creative boundaries of the medium, and how physical craft can coexist with digital innovation in a single media plan.
Why it matters: Prada’s 440-square-meter hand-painted mural shows how luxury brands are using large-format outdoor media as cultural installations, generating earned media and reinforcing the value of craftsmanship in an increasingly digital out-of-home landscape.
Source: Global OOH News
