paris: 24h museum

© prada 

we lurrrve prada, and not just because it enables us to dress nicely. next to fashion and retail, the luxury brand is equally forward in its attitude towards the arts and media, and this time it manages to tickle and engage our jaded imagination with 24h museum, an ephemeral 24-hour showcase held on jan 24-25 at palais d'iéna in paris. the pop-up museum is conceived by celeb-focused artist francesco vezzoli, in collaboration with amo, the consultancy offshoot of rem koolhaas' renowned oma practice. it's is divided in three sections, each inspired by a particular type of museum space: historic, contemporary and forgotten. the three sections are instrument to the sequence of events that take place during 24 hours in different areas of the ground floor of the building.

the central space is a large metal cage made from grills and neon lights that encloses the work by vezzoli. in the three sections he is 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. the 24h museum showcase coincides with the opening of prada's revamped flagship at 6 rue faubourg st.-honoré. the showcase opens on jan 24 with an invite-only event, but can be accessed by the masses the very next day [7am-12am, 2pm-4.30pm and 6.30pm-8.30pm]. location: 9 place d'iéna [champs-élysées].

© prada - a peek inside, miuccia prada flanked by roman polanski and francesco vezzoli [top to bottom]