Prada Beauty: Highway to Alternative Beauty

Fooh concept details:

Highway signs above NYC traffic transform from standard directions to Prada-branded messages asking "What If There's Another Way?" The oversized green signs appear over the busy road leading toward Manhattan's skyline, mixing with real exit markers. This bold Prada Beauty FOOH ad turns the daily commute into a beauty philosophy lesson, suggesting drivers take an alternative route to discover new approaches to beauty and self-expression.