In a pivot from social practice, Theaster Gates designed a private club with Prada for Art Basel Miami Beach. From December 4 until December 6, Prada is taking up residence at Freehand Miami – as a nightclub. The “Prada Mode” event is a party dedicated exclusively to celebrating art, with two days of exhibitions, concerts and clubbing before the opening of the Art Basel Miami Beach.
Imagined as a club that augments and extends significant global cultural gatherings at diverse locations worldwide, the platform serves up a range of offerings including music, conversation, food, and fashion. “Prada Mode” offers guests exclusive access to programs and parties that complement the themes and subjects of the host event — in this case, Miami Art Week.
Prada Mode Miami serves as both an exclusive destination and a discreet, elegant retreat from the daily clamor of high-intensity cultural engagements during Art Basel, Design Miami/, and the week’s other festivities.
The club is a complete takeover of the location with the building’s lobby, pool area, herb garden, lounge, and restaurants refurnished and redecorated to reflect Prada’s longstanding love for the Miami aesthetic.
If you can manage to snag an invite to Prada Mode—sources tell us the guest list is already full—programming will include a conversation with Document Journal on the creation and dissemination of images and a special performance by Gates and his band the Black Monks of Mississippi.
The inaugural edition of Prada Mode will is only open through December 6, but the company plans to pop up in cities across the world timed to other global cultural gatherings.