Prada Foundation, Francesco Vezzoli & Paris Haute Couture 24 hour POP-UP Museum

Yes, that is correct the Prada Foundation will host a guerilla style Pop-Up museum during the Paris Couture week , which runs from Jan. 23 to 26 for the Fall/Winter 12/13 collections. The Italian fashion firm plans to hold un fete at the opening of its revamped store on Rue du Faubourg Saint Honoré, and will also present a new art initiative called 24 Hours Museum. 

The project will include Italian artist Francesco Vezzoli along with AMO, the think thank of the Office for Metropolitan Architecture.
Art is too serious, say Miuccia Prada and Francesco Vezzoli as they launch a playful 24-hour exhibition. What I like to call the Pop-Up, Pop Culture, Pop Fashion event of 2012. Another reason I am  glad I live in the city of culture Paris.

If you do not put this in your calendar now you will miss it or forget about it.  This is the perfect time to get a up front and personal with Francesco Vezzoli, la chance.

Vezzoli’s 24h Museum will be a day-long exhibition of the artist’s work at Paris’s Palais d’Iéna, which will be redesigned by Rem Koolhaas’s AMO, an offshoot of his celebrated OMA architectural practice. There will be an opening dinner on January 24, followed by an opening party, a press conference the following morning and an opening for the public.Vezzoli work speaks to our generation  it revolves around the culture of celebrity and the promise of projects that never occur.  A theme some of us know all to well.

The Prada Foundation, which is supporting Vezzoli’s project and has become a major player in today’s contemporary art world, with a central base in Milan and a newly opened historic palazzo in Venice that was the talk of last year’s Biennale. The 24h Museum takes place in a venue that has already been used for a fashion show for Prada’s sister brand, Miu Miu. See you there.

‘24h Museum’, Palais d’Iéna, Paris, January 24-25