What Will Prada'S Art Foundation Bring?

The Prada foundation will start planning permanent sites, where exhibitions will be held to display the many works they have held since 1950s.

Four years ago, it opened the first stop in a eighteenth Century palace near the Grande Canale, Venice.

Now, it has taken root in an old wine factory in a dilapidated industrial area.

Holland architect Rem Koolhaas (Rem Koolhaas) and his company OMA have created a large and complex exhibition space of nearly 120 thousand square feet (about 11 thousand square meters).

After its opening in May 9th, it will become an important international art shrine.

"After more than 20 years of exhibitions around the world, my husband said he thought it was time to do something permanent in Milan."

One afternoon, Miuccia Prada (Miuccia Prada) was drinking tea in the conference room of her office.

Her office is located near the new site. The conference room is very empty. Only Gerhard Gerhard (Richter Five)'s "five door" (Five Doors) is a piece of artwork, which occupies the whole wall dramatically.

Just 6 months ago, the Louis Vuitton Foundation, the French luxury goods giant, opened an art center in Paris.

The Art Center was designed by Frank Gary (Frank Gehry) and valued at $143 million.

Now Prada is committed to building a larger space art in Milan.

Private capital from luxury brands will start to fill the space left by the government's spending cuts.

At the same time, these luxury companies find that linking themselves to the art world helps them enhance their brand image and increase their influence.

"It is the same as LVMH's foundation in Paris. Prada is adhering to its brand philosophy, that is, dealing with beautiful things."

"This connection with art is a natural extension," said Luca Solca, a luxury analyst at Exane BNP Paribas in Paris.

He added that this may be seen as an attempt by Prada to "make the brand more elegant".

Although Milan may be the center of fashion and furniture design, it is not known that it has contemporary art or ingenious museum exhibitions that attract international audiences.

The city's cultural institutions have been hit by the government's budget cuts, and now is the time to make an impact.

"Collector Giuseppe Panza" created a contemporary art shrine in a villa in seventeenth Century, 40 km away from Milan, Varese (Varese). "Panza"

The new Prada foundation is built on this tradition. "

Italy art historian and curator Emily Braun (Emily Braun) said, "but it is right to choose Milan; this is also a cross field and cooperative way of sponsorship.

It may fill the role of a museum of contemporary art. "

The Prada foundation will build a theater that can show movies, perform live and make speeches. (Luo Man Polanski (Roman Polanski) filmed a documentary for its opening), an old Milan wine bar founded by director Weiss Anderson (Wes Anderson), a children's center and a large library.

The foundation will be open to the public seven days a week, with a general admission fee of 10 euros (about 11 dollars).

According to fund executives, Prada, as a sponsor of the foundation, has funded the whole complex.

Miuccia Prada and her husband, Patrizio Bertelli, chief executive of the Prada brand, did not disclose how much the project cost. Patrizio

People familiar with the project believe that investment will be much less than that of LVMH foundation.

Italy art historian and scholar Salvatore Setis (Salvatore Settis) is an unprecedented project. He organized exhibitions for Prada's new foundation in Milan and its pavilion near the Venice canal.

"This is unparalleled in Italy," he said in a telephone interview. "This is very avant-garde.

It is an important gesture to create a permanent organization for the public with a private foundation, which is of far-reaching significance to the present and future generations. "

After 7 years of construction, this artistic complex will be the coexistence of primitive industrial architecture and dramatic new things.

On a recent spring day, Koolhaas (Koolhaas) was surveying construction with his helmet and clay covered rubber shoes.

"People talk about conservation, and they talk about new architecture."

He stood in the middle of the atrium to point out the function of each building.

"But neither is it.

Here, new and old face each other in a permanent interaction.

They should not be regarded as a whole. "

The original 1910 distilleries - including the old warehouse and the brewing shaft seven spaces - retain their original, industrial and eccentric temperament.

Some of the space is still the same as when Koolhaas discovered them, some of them were rebuilt, but they still looked like they had not been passive.

The three new buildings are made of glass, white concrete and an aluminum product that has been "exploded". So Koolhaas describes it, so it has a ventilated foamed surface.

One is a large exhibition hall for temporary exhibitions, the other is a 9 story tower for long-term facilities, including a restaurant. The third building, the theater, has stainless steel folding walls with mirrors to extend the outdoor performance space to the atrium.

Unlike the LVMH foundation, the Prada foundation does not sell handbags designed by its architects at the opening ceremony.

The foundation's appearance will not have Prada's logo.

Bertelli and Prada say they have always supported art independent of their brand and will not call the new foundation headquarters a museum.

As a private foundation in Italy, there is no tax preference for this project, a spokesman for the foundation said.

"We want to use this collection to explore voices and ideas from many different groups."

Prada explains that although Bertelli and Prada have been collecting art for more than 20 years and have participated in all aspects of the foundation, they have formed an expert group, including Germano Celant, an independent curator, and Astrid Welter (Astrid Welter), the leader of the foundation planning team.

At the same time, a group of scholars, historians and curators whom they call "ideological advisers" have contributed their ideas to the world art events.

The opening exhibition of the foundation is ambitious.

One of the exhibition's "series classics" by the church organization will explore the concept of originality and imitation.

The exhibition actually used the Rome relics that had been lost from the Greek original copy. The exhibits were from more than 40 museums, including the Le Louvre Museum in Paris, the Madrid Prado Museum, the British Museum in London and the Metropolitan Museum of Art in New York.

In other galleries, it was created by famous contemporary artists, with only a few steps away from the bronze and marble bust of first Century.

The exhibition of "portable classics" was opened by the May 9th in Venice.

It will include about 90 miniature replicas of classical sculpture from 15 to seventeenth Century.

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"In the past few years, I have been very interested in antiques and have been reading and learning for it."

Prada said, "so I think it's a great thing to hold an exhibition of ancient art here and in Venice to show their great influence on modern art."

Prada is also keen on movies, dance, drama and literature.

She wore simple navy blue.

And waterproof table high heels, which exudes infinite curiosity, and inquired the visitors' views on exhibitions and emerging artists.

She is famous for visiting the studio in person.

Daming Hearst (Damien Hirst), Thomas Demand (Thomas Demand) and Robert Gober (Robert Gober), these artists worked with her for many years, they said,

The experience in the field has resonated with her works.

Recently, beta and Prada did not limit their purchases to works of art from twentieth Century to twenty-first Century.

The Foundation recently acquired a late fifteenth Century inlaid closet in northern Italy, or a mosaic hut.

This will also be shown in a new exhibition hall.

On the front side of an old building there will be echoes of ancient art.

Koolhaas called a four story building a haunted house, because when he first saw it, it was very old.

Now, it has a dreamy golden leaf appearance.

The craftsmen received an ancient technique training and applied to the building, that is, to polish the gold blocks and put them on the surface of objects.

As for why gold is chosen, Prada explains it as "something that emphasizes modesty". As time goes on, it will show a soft luster, just like an ancient sculpture.

Many paintings, photographs, drawings, installations and sculptures collected by the foundation will also be used.

History is always organized and exhibited, and Prada feels that they are closely related to contemporary art.

Including American minimalism, conceptions and land art, and works with Walter de Maria (Walter de Maria), Ed Chinoz (Ed Kienholz), Bruce Naumann (Bruce Nauman), Joseph Connell (Joseph Cornell) and Pino Pascal (Pino Pascali) et al.

There are also young figures like Swedish sculptor and animator Natalie Dulberg (Nathalie Djurberg).

"One day, I suddenly received a call asking Miuccia if he could come to me."

A few days ago, Gerber recalled sitting in his studio in New York: "it was in 2009, and she kept going back and forth."

Now, a group of sculptures will occupy the three layer of the so-called haunted house.

"She intuitively decided that I should be there with Louise Bourgeois (Louise Bourgeois)."

Gober said he was delighted to be with the artists he had always appreciated.

His installation works include a sculpture of a man's leg and anchor connected in 2010, and a new version of the fence that seems to be found on the sidewalk of the city.

When visitors gaze down, they will find a gurgling stream and a glass heart in the middle of a bunch of branches, stones, rocks and dead leaves.

All that seems natural, however, is actually an impeccable handmade sculpture.