Organized to celebrate Luna Rossa on the eve of the start of the selection regattas of the XXXII America’s Cup, the Mercado Central party by Prada – held in Valencia on April 15th 2007 - attracted more than two thousand people. The market is perfectly conserved twentieth-century building covering five thousand square meters. Immediately after the close of the business day, the entire space was transformed into a Prada world in a matter of hours. Its interior surface was covered with acid-green carpeting.
The stands were reinvented, with fruits, vegetables, fish, and ham on display alongside Prada bags, leather items and accessories, perfumes and sunglasses. Three separate areas were employed as restaurants and lounges of diverse reference: eighteenth-century Spain; Bullfight; and a frame from Los Santos Inocentes, the film by Mario Camus. The market set-up project was designed by AMO, Rem Koolhaas’ think-thank.