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PRADA inaugurates enlarged flagship in Paris with exhibit at Palais d’Iéna

24 Hour Museum by PRADA at Palais d’Iena in Paris (Francesco Fizzoli with OMA)

Italian luxury house of PRADA inaugurates today its enlarged flagship store in Paris on Faubourg St Honore. With the occasion of the opening, Prada will host a ”24 Hour Museum” exhibition at  Palais d’Iéna, which was conceived by Italian artist Francesco Vezzoli in collaboration with AMO, the creative studio of Rem Koolhaas. The one-off event which takes place at Palais d’Iéna, a modernist pavilion built by Auguste Perret in 1937 will include opening night party, public and press tours, and visits by schoolchildren – will be a staging of a “fake” museum, examining the modes in which art is presented and consumed, and the role of the museum as a social condensor.

AMO has designed three types of exhibition spaces for the concrete interiors of the Palais d’Iéna: one classical and propagandistic, framed by the monumental curving stairs; one experimental contemporary, featuring a cage surrounding the main hall, illuminated with pink neon; and one named “Storage or Salon de Refusés”, inspired by forgotten museums and warehouses. Vezzoli’s statues – featuring the faces of contemporary celebrities – will be installed throughout the spaces.

The result is an ephemeral “total museum” that hosts a sequence of rituals unfolding through the 24 hours. Prada has also launched a dedicated website http://www.24hoursmuseum.com/. Through a dedicated app on Facebook, virtual visitors can create their own portrait. Once created using a photo from one’s Facebook photo album, one can share it on Facebook, Twitter and Tumblr. The framed photo will then also be featured on the 24 Hour Museum website.

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