Art, architecture, literature and film are just some of the cultural disciplines that represent
continuous sources of inspiration for the Group. The network of connections broadens
horizons, subverting norms, boldly challenging expectations and shaping scenarios that
deviate from the ordinary. Interaction with these apparently distant cultural spheres
has led to a number of special projects that, over the years, have helped define the
many facets of the Prada world.
Prada's interest in architecture has always been evident in its cutting-edge manufacturing
sites, conversion of abandoned buildings into showrooms and offices, and development
of revolutionary retail concepts.
One of its most notable recent projects is Rong Zhai, a historic residence in downtown
Shanghai, which underwent a scrupulous, six-year restoration and is now being used
as a venue for the Group's cultural events in China. The rehabilitation of Rong Zhai is
the result of a fruitful partnership with Western architects, historians, and Chinese
artisans and represents the Group's interest in the restoration. Throughout its history,
Prada has been involved in many other projects of international renown, including
collaborations with some of the most prestigious architecture firms in the world. In
2015 Herzog & de Meuron, winners of the Pritzker Architecture Prize, worked with
the Group on the Miu Miu flagship store in the Aoyama district in Tokyo, core of the
brand's Japanese operations. A few years earlier, from 2000 to 2004, Herzog & de
Meuron and another Pritzker Prize winner, Rem Koolhaas, had partnered with Prada on
the Epicenter Concept Stores in New York, Los Angeles and Tokyo. These Epicenters,
which continue to be a central part of Prada's retail strategy, are the result of innovative
thinking about the shopping concept, revisited and reinvented in order to create unique
stores, where luxury goods, technology, design and architecture combine seamlessly
with a vast range of exclusive services and sensory and audiovisual experiences. On
occasion, the Epicenters have hosted movie screenings, exhibitions, debates and
other cultural events.
Since 1993, the interests and passions of Miuccia Prada and Patrizio Bertelli have led
the Prada Group to sponsor Fondazione Prada’s activities in the fields of art and culture.
Fondazione Prada was set up in Milan as a space for contemporary art exhibitions as
well as projects in architecture, cinema and philosophy.
By 2010 the Fondazione had staged 24 solo shows in Milan devoted to important
Italian and international artists. Since 2011, the Fondazione has also been active at its
eighteenth-century Venetian palace in Ca’ Corner della Regina, where it has hosted 5
research fairs, an experimental project dedicated to cinema, and in 2017 a transmedia
exhibition project entitled “The Boat is Leaking. The Captain Lied”, resulting from a
collaboration among several prestigious artists
During 2017 the Fondazione’s permanent venue in Milan, designed by architecture
firm OMA and inaugurated in 2015, hosted anthological and retrospective exhibitions,
site-specific installations, film festivals and the experimental virtual reality experience
“CARNE y ARENA (Virtually Present, Physically Invisible)” directed by Alejandro G.
Iñárritu. Included in the Official Selection of the 70th Festival de Cannes, the innovative
multimedia project, a virtual reality installation produced by Legendary Entertainment
and Fondazione Prada, was awarded a special Oscar statuette by the Acadamy of
Motion Picture Arts and Sciences in Los Angeles.
The Osservatorio is a photography exhibition center opened in December 2016 in
Galleria Vittorio Emanuele II, Milan, whose program continued with solo exhibitions by
photographers of international fame.
Miuccia Prada's personal interest in cinema, as a contemporary form of art, has led to
invaluable collaborations from which fourteen short films were produced by December
2017 entitled The Miu Miu Women’s Tales, in which directors of international fame
and different intellectual backgrounds explored the world of women. Interaction with
the world of cinema has created various other initiatives, including film productions on
specific themes with internationally renowned film directors, such as Thunder Perfect
Mind directed by Jordan and Ridley Scott in 2006, A Therapy directed by Roman
Polanski in 2012, Castello Cavalcanti by Wes Anderson in 2013 and Past Forward by
Academy Award winner David O. Russell in 2016.
Last, but not least, in the area of high-profile sports, the Luna Rossa team sponsored
by the Group was a challenger in the America's Cup sailing yacht races of 2000, 2003,
2007 and 2013, winning the challenger selection regattas in 2000 and reaching the
finals in 2007 and 2013. Having benefited from this experience, which made a huge
contribution to the commercial success of the leisure clothing and footwear lines and
raised visibility of the Prada brand around the world, the Group has again secured the
role of main sponsor of the Luna Rossa, sailing team for the 36th America's Cup. The
Prada brand will therefore be promoted jointly with the Luna Rossa brand, another of
the Group's owned trademarks, for the entire duration of the competition and during
all regattas and other events associated with the America's Cup, which will take place
in New Zealand, the United States, Asia and Europe from 2018 to 2021.