The 24-hour installation at the Palais d’Iéna, is a partnership between the brand, Milanese artist Francesco Vezzoli and Rem Koolhaas’ design group, AMO. No one, not even Prada’s agency Modecracy, knows what it’s actually about.
According to the write-up, the space will be divided into three sections – historic, contemporary and forgotten. Vezzoli is said to be creating a “non-existent museum” where he shows “his personal tribute to the eternal allure of femininity through interpretations of classical sculptures that make reference to contemporary divas”.
Any the wiser?
Building hype around the mysterious launch, is a Facebook app that invites users to upload and frame their own photo. The finished images are hosted in the museum’s digital gallery, and shareable via Twitter, Facebook and Tumblr.
“Prada is seeking to create buzz around the pop-up museum event without revealing it. To do so, we have studied Francesco Vezzoli’s career and tried to link to it and to make it accessible to the worldwide web. In the last 48 hours, we have seen the number of people using the Facebook application exploding,” says Giuliano Federico of Moderacy.