Prada has renovated and expanded its historic Milan stores, linking them to an eight-level client complex designed to deepen relationships with wealthy customers and attract new buyers. The complex includes a permanent exhibition room, appointment-only personalized shopping, an apartment for private dinners and events, and a connection to the Marchesi patisserie. Prada Chief Executive Andrea Guerra said the project could generate €100 million ($115 million) in annual revenue, although the company did not disclose its investment. The opening reflects luxury groups' growing focus on affluent customers, who continue to spend despite a broader sector slowdown and are increasingly seeking experiences. Prada also plans to retain relatively stable entry-level prices for aspirational shoppers and expand its apartment concept into the world's top 25 capitals.