Purpose and Values
Prada Mode is an itinerant private club that offers its members a unique experience with a focus on contemporary culture. Imagined as a place that fosters significant global cultural gatherings at diverse locations worldwide, Prada Mode offers exclusive access to unique programs and content that complement the themes and subjects of the hosting event.
Prada presented the tenth iteration of Prada Mode, Plural and Parallel, at cultural venue KOTE on September 5th and 6th, 2023, to coincide with Frieze Seoul. Curated by Lee Sook-Kyung, the space showcased multiple site-specific installations by esteemed directors Kim Jee-Woon, Yeon Sang-ho, and Jeong Dahee, advancing an ambitious vision of contemporary cinema through each director’s idiosyncratic lens.
On May 12nd and 13rd, 2023, Prada presented the ninth iteration of Prada Mode in Tokyo, in association with the Tokyo Metropolitan Government and the Teien Art Museum, one of Japan’s most important cultural properties.
Guests were able to explore art in different forms and experience the historic architecture, the museum and the site-specific art works, curated by Kazuyo Sejima, located in the large gardens surrounding the museum. The main temporary pavilion, designed by Ryue Nishizawa, a wooden curved surface to host conversations, was placed in the European garden; while various areas were created spreading along the space for the guests to enjoy the venue as a whole.
On November 9th and 10th, 2022, Prada presented the eighth iteration of Prada Mode, the traveling social club with a focus on contemporary culture that provides members with a unique art experience along with music, dining, and conversations, featured a new edition of Pharmacy by Damien Hirst. The artist transformed a dedicated space at the landmark ICD Brookfield Place, the newest landmark building in Dubai designed by Foster + Partners. During the two-days event, members participated to workshop, panels and discussions as well as nightly events, sampling specialty cocktails and dining throughout.
On February 16th and 17th, Prada Mode Los Angeles featured “HelLA World” by the artist Martine Syms at Genghis Cohen.
Centered around a ticker-tape style monitor, the installation encouraged guests to contribute messages, gossip, status updates and musings. Bold and immersive, the monitors wrapping the space made public these exchanges conducted through our phones, reveling in the possibility of the collective unconscious writ large.
The two-days event were animated by conversations, parties and performances with live music.
On December 3rd and 4th, Prada Mode Moscow took over the Levenson Mansion for the sixth edition. For the occasion, the artist Damien Hirst transformed the historic building with his installation, Pharmacy: inside he designed furniture, architectural details such as a huge molecular model in its window, light boxes, and a wallpaper design taken from a catalogue of prescription medicine. The event days were animated by conversations in the morning and in the afternoon with prominent personalities from the world of art and culture, followed by parties and performances with live music.
Prada Mode Shanghai took over Prada Rong Zhai, the historic residence in the heart of the city on 31 August and 1 September 2020. Renowned director, producer, and writer Jia Zhang-Ke transformed the space into MIÀN, inspired by the director’s cinematic work. The Shanghai edition’s daily program was presented as a live online club, through a dedicated Wechat mini program. The two-day live streaming provided a unique digital experience for the users.
Prada Mode Paris took over Maxim’s, the legendary 1893 Belle Époque restaurant on 19 and 20 January 2020. The iconic location was transformed by AI researcher and Professor Kate Crawford and artist and researcher Trevor Paglen into an installation including art projects focused on data gathering, surveillance and facial recognition.
Prada Mode London was held at the 180 The Strand, the iconic Brutalist building in the heart of the City, on 2 and 3 October 2019. The event included the new chapter of “Black Image Corporation” presented by artist Theaster Gates and “Collective Intimacy”, the unique live programme of performances and talks in collaboration with The Vinyl Factory and The Showroom, dedicated to Afro-American culture.
Prada Mode Hong Kong took place on the occasion of Hong Kong Art Basel on the third floor of Barrack Block of Tai Kwun on 27 and 28 March 2019. It featured special events such as a dedicated set-up of the ”Prada Invites” project, the “Dolls’ House”, an installation by photographer Jamie Diamond, as well as conversations on the themes of architecture and contemporary art.
The inaugural iteration of the project Prada Mode Miami was held at Freehand Miami from 4 to 6 December 2018, and served as both an exclusive destination and a discreet and elegant retreat from the daily clamor of the numerous events during Art Basel Miami.A site-specific intervention by artist Theaster Gates was present throughout the club, as well as cultural conversations in collaboration with the magazine Document Journal.