From December 4th to 6th 2018, at Freehand Miami, took place the inaugural iteration of Prada Mode, a branded, culture-themed event platform featuring music, conversation, food, and fashion that generates site-specific experiences in concurrence with diverse global cultural events.
Prada Mode offered guests exclusive access to unique programs and parties that complement the themes and subjects of Art Basel Miami Beach, and served as both an exclusive destination and a discreet, elegant retreat from the daily clamor of high-intensity cultural engagements during the host event.
In collaboration with the independent culture, arts and fashion magazine Document Journal, two afternoons of cultural conversations were offered.
On December 5th, the theme was “Data & Surveillence”, discussion about the limits of human communication and, therefore, our identities. It featured three artists’ works - Lara Baladi, Rafael Lozano-Hemmer and Franco Mattes - utilizing massive data sets to challenge historical conceptions of liberty, autonomy, and citizenship in a hyper-connected world. On December 6th, instead, the conversation was about “Public Access: Offline Media Dissemination”. Two individual artists and one artistic duo - Mina Cheon, Nestor Siré and Julia Weist, and Paul Soulellis - presented works that examined the relationship between ephemerality and durability, and, in particular, how digital media can penetrate a host of barriers to reach some of the world’s most information-restricted and disconnected citizens.
An event co-organized by the National YoungArts Foundation took place in Prada Mode Miami with a special guest performance by Elena Ayodele, a 2013 YoungArts Winner in Jazz and Voice & U.S. Presidential Scholar in the Arts.
Guests included Sarah Arison, Fab Five Freddy, Ariel Penzer, Danielle Garno, Pearl Katz, Rebecca Mandelman, Nicole Lozano, and Jennifer Leebow.
On December 4th in Miami, Prada opened Prada Mode Miami, with DJ sets by Craig Richards, AJ Kwame, and Arman Nafeei.
Guests: Theaster Gates, Tremaine Emory, Acyde, Brock Korsan, Alan Faena, Sebastian Faena, Olympia Scarry, Stefano Tonchi & David Maupin, Gaia Matisse, Delfina Delettrez Fendi, Nico Vascellari, Coco & Breezy, and Mimi Xu.
On December 5th in Miami, Prada hosted night two of Prada Mode Miami with DJ sets by Craig Richards, No Vacancy Inn, AJ Kwame, and Arman Nafeei.
Guests: Theaster Gates, Leonardo DiCaprio, Naomi Campbell, Sasha Lane, Chloe Sevigny, Tyler Mitchell, Tessa Thompson, Fab 5 Freddy, Casey Spooner, Olympia Scarry, Giampaolo Sgura, Pietro Boselli, Amy Astley, and Yvonne Force Villareal.
On December 6th in Miami, Prada hosted night three of Prada Mode Miami with a special performance by Theaster Gates and The Black Monks of Mississippi Live, as well as DJ sets by DJ Madrid and No Vacancy.
Guests: Theaster Gates, Kanye West, Venus Williams, Emma Roberts, Chloe Sevigny, Tyler Mitchell, Quavo, Saweetie, Derek Blasberg, Olympia Scarry, Fab 5 Freddy, Hans Ulrich Obrist, Karolina Kurkova & Archie Drury, Craig Robbins, Kimberly Drew, Luka Sabbat, Chloe Wise, Sara Hoover, Rula Jabreal, Gavin Brown, Marc Spiegler, Jay Jopling, Mickalene Thomas, Daisy Desrosiers, Brock Korsan, Tremaine Emory, and Acyde.
The club was a complete takeover of the location. The lobby, pool area, herb garden, lounge, and restaurants were refurnished and redecorated to reflect Prada’s longstanding appreciation of the Miami aesthetic. A site-specific intervention by Theaster Gates was present throughout the club.