Report From Art Basel: ‘Prada Mode Miami’ Takes Over the Freehand


Art Basel is technically launching this Thursday, December 6th – but that never stops the party from starting a little early. And indeed, Prada kicked off Miami Art Week last night with the opening of their groovy pop-up, Prada Mode Miami – which is a complete take over of Freehand Miami. The lobby, pool area, garden, lounge, and restaurants were all refurnished and redecorated to reflect Prada’s long-standing appreciation of the overriding Miami aesthetic.

To put it in simpler terms, it’s as if you died and ended up somewhere between Milano and Miami Beach.

Imagined as a nightclub, Prada Mode engulfs visitors in a total experience that includes art, music, dining, conversations, late night festivities, and of course…fashion. While the Basel crowd will be dancing the night away to sounds from renowned DJs like Craig Richards, AJ Kwame, and Arman Nafeei, they will be returning by day for a totally different vibe. Within the brightly colored walls, a three day schedule includes events co-organized by the likes of Derek Blasberg, Honey Dijon, Document Journal, and the National YoungArts Foundation.

With discussions focusing on advancements and innovations within the art and fashion worlds, and site-specific “interventions” by artist Theaster Gates, Prada Mode will be keeping brains in motion just as much as bodies.

So, whether you’re showing up for a tasty meal, a party with live music acts, an exhilarating cultural  discussion…or just ducking in for a break from all that exhausting Art Basel schmoozing, Prada Mode is this year’s artistic sanctuary par excellence.


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