Fondazione Prada opens its Milan venue exclusively to Instagrammers
Fondazione Prada invited ten Instagrammers for an exclusive early-morning visit to its new Milan venue, designed by OMA/Rem Koolhaas and inaugurated in May 2015. The event, held behind closed doors, allowed the selected photographers—known for their personal takes on architecture, urban landscape, and lifestyle—to freely interpret the spaces and artworks. The foundation deliberately left the spaces empty to encourage creative interaction. Participants used the hashtag #emptyfondazioneprada. The initiative mirrors similar experiments at the Met and the Louvre, positioning institutions as active hubs rather than static containers. The event reflects a shift in how art institutions engage with online audiences, embracing user-generated content and mobile photography as valid forms of interaction.
Key facts
- Fondazione Prada invited ten Instagrammers for an exclusive visit to its new Milan venue.
- The venue was designed by OMA/Rem Koolhaas and inaugurated in May 2015.
- The event was held behind closed doors for two hours starting at 8 AM.
- Participants were selected for their personal photography style on architecture, urban landscape, and lifestyle.
- The hashtag #emptyfondazioneprada was used.
- Similar initiatives have been conducted at the Met and the Louvre.
- The foundation aimed to transform the institution into a center of activity rather than a static container.
- The event highlights a shift towards user-generated content and mobile photography in art institutions.
Entities
Artists
- Damien Hirst
- Caterina Porcellini
Institutions
- Fondazione Prada
- OMA
- Metropolitan Museum of Art
- Louvre
- Artribune
Locations
- Milan
- Italy