Just when we thought we couldn’t get enough of Prada, the Italian fashion house brought us Prada Mode. This offshoot is the Maison’s travelling social club, which hosts pop-up events that provide immersive art experiences, entertainment, dining, and a place for enriching dialogue. It has held gatherings in diverse cities across the globe, like the Cohen Gallery in New York and the Barrack Block of Tai Kwun in Hong Kong. After the resounding international success of the event, Prada Mode expanded its reach and hosted its first iteration in the UAE: Prada Mode Dubai.

Courtesy of Prada

The event was held from the 9th to the 10th of November at the ICD Brookfield Place in Dubai‘s International Financial Centre. The space had been reimagined by the prolific British artist Damien Hirst, who transformed the area into an art installation, titled Pharmacy, which was unveiled at Prada Mode Dubai. Hirst inserted the pharmaceutical theme into every aspect of the space, creating a surreal fashion-meets-pharmacy dreamscape for members of the private social club to experience. Guests at the event opening were able to use the artist’s templates to create custom pharmacy-themed paintings and posed in the Instagrammable fashion pop-up. The event wouldn’t have been complete if not for the music provided by DJs like DJ Habibi Funk and DJ Plead, as well as the meaningful conversation surrounding contemporary culture in the UAE during a talk titled “Diversity in the Cultural Landscape.”


The fashion industry’s social clout has a meaningful impact on culture, and Prada Mode is evidence that the Italian fashion house has embraced its role as an influential entity and is proactively moving the needle with enriching events. This travelling social club is widening the brand experience and giving it a chance to connect with people on a sincere level. It’s not just about owning clothing, it’s about having intellectually honest conversations and sharing space with one another. In case you missed out on the opening night, Prada Mode Dubai is opening its doors to the public from the 11th to the 12th of November at The ICD Brookfield Place so that all can experience Damien Hirst’s Pharmacy art exhibit.