Fondazione Prada opens its virtual doors

Established by Italian luxury brand Prada, the Fondazione Prada in Milan has revealed it will be welcoming the public into its institution digitally, despite announcing earlier this month that it would be closing its physical doors due to the Coronavirus outbreak across Italy.

Owned by the Prada family, the Fondazione Prada in Milan is dedicated to contemporary arts and culture, spotlighting architecture, cinema, philosophy, and more. The foundation also hosts Prada’s seasonal men’s and womenswear shows. The institution has exhibited works by the likes of Steve McQueen, Louise Bourgeois, and John Baldessari.

With retailers and brands worldwide facing temporary closures amid the global health crisis, the fashion industry among others is rapidly seeking new ways of operating and engaging with customers.

In response to this, Fondazione Prada will be welcoming the public virtually. The institution’s three main exhibitions have been postponed until further notice, however cyber-visitors will be able to be present in these shows online through a “virtual experience of learning and knowledge.”

Fondazione Prada said: “With the aim of transforming a period of crisis into an opportunity for study and analysis, we experience new ways of operating and communicating. Without a physical audience, it is essential to create new languages so as not to remain silent.” 

The institution aims to challenge and subvert conventional ways of how individuals engage with culture. In addition, the foundation will be transforming its website and social media channels into a “laboratory of ideas”. This is alongside new interviews, videos, and images which will also become available to cyber visitors. Fondazione Prada will also be providing a glossary where you can explore the institutions rich archives, and will also replace cinematic programmes with a curated streaming service.

Fondazione Prada added: “During the temporary closure of exhibition spaces, the Cinema projects, the workshops of Accademia dei bambini, and the editorial activities invent new ways of fruition and participation of our audience.”

A podcast and video project is also part of the institution’s plans as the new initiative seeks to provide a “flexible platform to test new formats and codes that will be able to develop in a further way in the future.”

With many creatives working remotely during the COVID-19 epidemic, Adobe has also offered its Creative Cloud users two months for free.