I'm a Prada customer and agree with both this and the article. But while it's a delightfully aesthetic experience, I've found their service to be cold and unfriendly. Like many boutique style stores, they seem to place value on assistants being aloof rather than friendly. I have no idea where the value is there but it clearly exists as it's so common in high end stores.

It's a stark contrast to the Apple Store where they chase similar aesthetic ideals but fill the stores with down to earth, friendly staff who make you feel like they're happy to have you in the store, despite being the tech equivalent of a Prada store.