Prada Mode pop-up club opens at the Freehand in Miami

Freehand hotel in Miami. Light tiled floors, with wooden furniture with deep green and deep blue fabric. White walls, with blue columns and lots of plants throughout the space. Black & white photographs of models are hung on the wall.

Prada has taken over the Freehand hotel in Miami with its Prada Mode members club, a collaboration with Theaster Gates

(Image credit: TBC)

last updated 27 August 2022

Following the success of last year’s pop-up, The Prada Double Club, a live music venue and nightclub staged for three days during Design Miami and Art Basel Miami Beach fairs, the Italian fashion house returns for 2018 with Prada Mode, a private members’ club hosted at the Freehand hostel near Miami Creek.

German artist Carsten Höller was responsible for last year’s neon and monochrome installation, which opened in a disused 1920s film studios in the Wynwood District. A venue of two halves, it was inspired by Congolese and Western culture, like the original Double Club pop-up Höller created for Prada in London in 2008.

A white building is seen through the greenery that surrounds it. Garden furniture is set in the courtyard.

Continuing in the same vein, for 2018 Prada has collaborated with another artist on the ephemeral Prada Mode private members’ club, which takes over the lobby, lounge, restaurant, pool and tropical courtyard garden of the Freehand. Chicago-based artist Theaster Gates, whose work often hovers between art and life, manifested through installation, performance and urban interventions, has transformed the space with a selection of photography.

Midcentury modern furniture and an abundance of ferns and palms generates a retro aesthetic of 1950s, 1960s and 1970s Miami. This is enhanced by a gallery of black and white photography dating from the 1940s, 1950s and 1960s, which Gates has curated from the archives of the legendary Johnson Publishing Company.

Black & white photos of black female models are hung on the wall, which is light blue with white dots.

One of the rare black-owned businesses in postwar America, the publishing house became a famous chronicler of African American culture, producing successful magazines such as Ebony and Jet. The Miami members’ club, which includes the ‘Johnson Lounge’, designed by Gates with vintage furniture, is an experiential sequel to ‘The Black Image Corporation’, an exhibition staged currently by Gates in Milan at the Fondazione Prada Osservatorio until 14 January 2019.

Peaceful jungle oasis by day and bustling pool party with live music and rotating DJs, Prada Mode Miami is staffed by waiters in smart Prada uniforms, and members can enjoy an all-day menu of Perrier-Jouët Grand Brut with local dishes such as fresh ceviche. For more substantial dining the Freehand’s 27 Restaurant has been given the Prada spin with a special menu.

Prada Mode might only be open for three days, but like the Double Club the branding is on point with graphic identity extending to the menus, coasters and bespoke cocktail menu, and just like its predecessor it's likely to be the hottest ticket in town.

A large black & white photo of two black female models is hung on the wall. Through an opening, we see a lounge room, with a wood paneled ceiling and furniture.

A large black & white photo of a black female model is hung on the wall a light blue and white dotted wall. We see other photographs of the same nature through an opening, with light brown leather furniture.

A large black & white photo of a black female is hung on the wall to the right. Through an opening to the left, we see black & white photographs of black female models hung on a light blue and white dotted wall.

A large black & white photo of a black female is hung on the wall to the left. Through an opening to the right, we see black & white photographs of black female models hung on a light blue and white dotted wall.

A white building is seen through the greenery that surrounds it. Garden furniture is set in the courtyard. The photo is taken at night with lights set in the courtyard.

INFORMATION

Prada Mode is open until 6th December 2018.

ADDRESS

Freehand Miami
2727 Indian Creek Drive
Miami Beach
FL 33140

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Sujata Burman is a writer and editor based in London, specialising in design and culture. She was Digital Design Editor at Wallpaper* before moving to her current role of Head of Content at London Design Festival and London Design Biennale where she is expanding the content offering of the showcases. Over the past decade, Sujata has written for global design and culture publications, and has been a speaker, moderator and judge for institutions and brands including RIBA, D&AD, Design Museum and Design Miami/. In 2019, she co-authored her first book, An Opinionated Guide to London Architecture, published by Hoxton Mini Press, which was driven by her aim to make the fields of design and architecture accessible to wider audiences.

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