Prada Mode moves to Abu Dhabi: art and luxury
Prada inaugurates a new edition of its cultural event in Abu Dhabi, a key destination for the development of major luxury brands in the Middle East.
Prada Mode: an immersive 11th edition
Italian fashion house Prada launches the eleventh edition of Prada Mode from February 11 to 14 in Abu Dhabi’s historic Mina Zayed district. This event, at the crossroads of fashion, art and music, is part of a strategic move to strengthen the brand’s presence in the region.
For this new edition, Prada is teaming up with multi-disciplinary artist Theaster Gates, with whom it has collaborated in the past. The planned installation explores the theme of duality, with a cylindrical space offering two distinct sound ambiances developed with the creative label NTS:
- Inside, an intimate, hushed atmosphere conducive to reflection and exchange.
- Outside, a dynamic sound system punctuated by DJ sets.
The event will also feature artistic performances, conversations hosted by local talent, and a culinary experience orchestrated by chef Salam Daqqaq.
Abu Dhabi: a strategic choice for luxury
The decision to locate Prada Mode in Abu Dhabi is no small one. Numerous luxury brands have recently stepped up their presence in the region, including Tiffany & Co, Dior and Valentino, which have launched landmark initiatives.
According to a study by the Boston Consulting Group and Altagamma, the luxury goods market in the Middle East could reach 30 to 35 billion euros by 2030, double its value in 2022. This dynamic explains the growing interest of major brands in this destination.
A private club before opening to the public
On February 11 and 12, Prada Mode Abu Dhabi will operate as a private club, accessible only to a handful of select guests. From February 13, the event will open to the general public, allowing a wider audience to discover this immersive experience blending luxury, art and innovation.
📍🔗 Prada Mode Abu Dhabi – Miza 1, Mina Zayed
📆 February 11 to 14
Registration and information on the dedicated page
Also read: Francesco Vezzoli and Karl Lagerfeld: a design tribute
