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The fifth edition of Prada Mode was held in Shanghai on August 31 and September 1, 2020. The event, which combines art, culture, music, meetings and meals, took place at Prada Rong Zhai, the brand’s historic villa in the heart of Shanghai.
Prada Mode is a traveling social club focused on contemporary culture that offers its members a unique artistic experience, as well as music, food and conversation.
For two days, director, producer and screenwriter Jia Zhang-Ke transformed the space into “MIÀN”.
The word “Miàn” has more than a dozen meanings in the Chinese dictionary. It can mean processed food made of ground wheat, a trajectory formed by a moving line in geometry, an encounter, a surface of things or the face of a person. It can also mean “the face of a person”, says the director.
In collaboration with Prada Mode Shanghai, he invited guests to explore some of the many meanings of the word.
Previous editions had seen the brand spread Art Nouveau in Paris and transform an emblematic place of British brutalist architecture on the banks of the Thames.
Prada Mode Shanghai shows a greater push by luxury brands in the economy of experience in China through art exhibitions.
Note that in 2018, Louis Vuitton organized the egocentric “Fly, Sail, Travel” exhibition in Shanghai.
Also in 2018, Gucci organized the “The Artist is Present” exhibition at the city’s Yuz Museum. `
Finally, Chanel’s “Mademoiselle Privée” set up her trunks at the West Bund Art Center in 2019.
The clearly stated objective of these events is to deepen the ties with the Millennials and Z Generations of China, which were born of digital technology.
“Art exhibitions and events have become a kind of social currency”, explains Chris Yeung, planning manager at Hudson Red Shanghai.
He adds that “young consumers see luxury brands as more than just products and services, they are a way to care for themselves and offer a more positive and meaningful lifestyle”.
Read also > SHANGHAI: BOTTEGA VENETA CREATES “THE INVISIBLE STORE”, AN UNSEEN BOUTIQUE
Featured photo: © Prada Mode Shanghai[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
The fifth edition of Prada Mode was held in Shanghai on August 31 and September 1, 2020. The event, which combines art, culture, music, meetings and meals, took place at Prada Rong Zhai, the brand’s historic villa in the heart of Shanghai.
Prada Mode is a traveling social club focused on contemporary culture that offers its members a unique artistic experience, as well as music, food and conversation.
For two days, director, producer and screenwriter Jia Zhang-Ke transformed the space into “MIÀN”.
The word “Miàn” has more than a dozen meanings in the Chinese dictionary. It can mean processed food made of ground wheat, a trajectory formed by a moving line in geometry, an encounter, a surface of things or the face of a person. It can also mean “the face of a person“, says the director.
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The fifth edition of Prada Mode was held in Shanghai on August 31 and September 1, 2020. The event, which combines art, culture, music, meetings and meals, took place at Prada Rong Zhai, the brand’s historic villa in the heart of Shanghai.
Prada Mode is a traveling social club focused on contemporary culture that offers its members a unique artistic experience, as well as music, food and conversation.
For two days, director, producer and screenwriter Jia Zhang-Ke transformed the space into “MIÀN”.
The word “Miàn” has more than a dozen meanings in the Chinese dictionary. It can mean processed food made of ground wheat, a trajectory formed by a moving line in geometry, an encounter, a surface of things or the face of a person. It can also mean “the face of a person”, says the director.
[…][/vc_column_text][vc_cta h2=”Cet article est réservé aux abonnés.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Abonnez vous dès maintenant !” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”JE M’ABONNE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fabonnements-et-newsletter-2%2F|||”]Accédez en illimité à tous les articles et vivez une expérience de lecture inédite, contenus en avant première, newsletter exclusives…
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