Prada to open Prada Mode Miami during Art Basel in Miami Beach
Prada Mode is a branded, culture-themed event platform featuring music, conversation, food, and fashion that generates site-specific experiences in concurrence with diverse global cultural events.
Imagined as a club that augments and extends significant global cultural gatherings at diverse locations worldwide, Prada Mode offers guests exclusive access to unique programs and parties that complement the themes and subjects of the host event.
The inaugural iteration – at Freehand Miami from December 4th to 6th 2018 – serves as both an exclusive destination and a discreet, elegant retreat from the daily clamor of high-intensity cultural engagements during Art Basel in Miami Beach.
The club is a complete takeover of the location. The lobby, pool area, herb garden, lounge, and restaurants are refurnished and redecorated to reflect Prada's longstanding appreciation of the Miami aesthetic.
A site-specific intervention by Theaster Gates is present throughout the club; on the last day, Theaster Gates also curates the music programming.
In advance of Art Basel in Miami Beach, Prada Mode members receive credentials and special invitations for all current and future occurrences of the club. The Miami schedule includes events co-organized by the National YoungArts Foundation, Honey Dijon, and Derek Blasberg, among others.
In the afternoon, Document Journal hosts conversations on the current state of the image, fostering advancement in understanding and innovation within the fields of art and fashion today.
Special menus are planned throughout each day at the club, and each night culminates in a party with live music acts.
The Prada Mode Miami resident DJs include Craig Richards, No Vacancy Inn, AJ Kwame, and Arman Nafeei. Scheduled performances include those by Ella, DJ Madrid Perry, and Theaster Gates and the Black Monks of Mississippi.
Photographer Tyler Mitchell documented Theaster Gates's talk at Prada Mode Miami.