Prada presented the eighth iteration of Prada Mode, a traveling social club with a focus on contemporary culture that provides members with a unique art experience along with music, dining, and conversations.

On November 9th and 10th, Prada Mode Dubai featured a new edition of Pharmacy by Damien Hirst at the ICD Brookfield Place, the newest landmark building in Dubai designed by Foster + Partners.

“I was thrilled and honoured to be invited by Miuccia Prada to recreate Pharmacy for Prada Mode in Dubai after our successful collaboration in Moscow,” said Damien Hirst. “I was working really hard with a complicated but beautiful space, ICD Brookfield Place, to create harmony between the inside and outside of the new building. Once again, Prada have found a space that provided the perfect place for it. I was so excited to do this! I’ve always thought great restaurants can be seen as art, and art without the evidence as we always remember great meals on great evenings with great people in great places and in this way Pharmacy is definitely a kinetic artwork, that works best filled with people and art existing and living and breathing and eating and drinking and enjoying themselves as one.”


On November 9th, Prada inaugurated Prada Mode Dubai with different activities such as a workshop, a talk, an opening dinner and a party:

  • During the day, Prada Mode’s guests were allowed to join a spin painting workshop where they could create customized paintings by using templates inspired by Pharmacy symbols.
  • The talk titled “Diversity in the Cultural Landscape”, moderated by Myrna Ayad, featured Visual Artist Afra Al Dhaheri, Art Dubai Executive Director Benedetta Ghione and Director of Alserkal Vilma Jurkute. The conversation explored multiculturalism within the UAE art and culture scenes via the people and art that make the country an authentic and thriving art hub, and surveys future trends and movements.


On November 10th, Prada Mode Dubai presented the following program:

  • During the day, Prada Mode’s guests were allowed to join a spin painting workshop where they could create customized paintings by using templates inspired by Pharmacy symbols. 
  • The talk “How Structures Speak multiculturalism” featured Wael Al Awar, Principal of Waiwai Design, Brendan McGetrick, Creative Director of Museum of the Future and Pallavi Dean, Founder & Creative Director of ROAR, moderated by Laila Bin Brek, Coordinating Director, National Pavilion of the UAE at the Venice Biennale. This session looked at the ways in which multiculturalism has and continues to impact architecture today, with a view of how inspirations, heritage, and sustainability factor in this multilayered equation.
  • The conversation “The Collectionneurs Extraordinaires and their impact” featured HE Sheikh Sultan Sooud Al Qassemi, Founder of Barjeel Art Foundation; Antonia Carver, Director of Art Jameel; Sunny Rahbar, Co-Founder of The Third Line, moderated by Hashem Montasser, Founder of The Lighthouse and collector. This talk surveyed 21st-century patronage, looking at the cultural landscape, its key players and exploring the initiatives, activities, and artists that patrons support. 
  • DJ Megatronic and DJ Habibi Funk played during the aperitivo time; while DJ Sanasesh & Rishy Malik B2B and DJ Bobby performed during the party.