These days Prada isn’t just a name in fashion. The venerable Italian
fashion house has its elegant fingers in several other pies including
mobile phones and staging mammoth events.
Last month the label hosted one of the parties of the year in the city
of Valencia in Spain to celebrate the America’s Cup. As principal
sponsors of one of the participating yachts, Luna Rossa, Prada spared
no expense at its lavish VIP do held at the Central Market which is
normally home to a buzzing produce market.
The event attracted a slew of local and international celebrities who
lapped up the unique ambience – organizers left a lot of the stalls
intact including fruit stalls and delis, and guests were invited to
sample the produce on offer. One deli housed the event’s DJ, who mixed
tunes amid the Parma ham and anchovy tins, while other stalls where
converted into mini showcases of Prada accessories; with belts and bags
hanging from hooks as if they were pieces of fruit. In one deli stall
Prada even displayed its silk turban range.
Dinner was served on a series of intimate dining tables that were
scattered through out the venue, giving party goers the feeling that
they were at an elegant dinner party. By Laura Demasi.
