No one does cultural programming quite like Prada. Their ambitious projects seem to emerge organically from genuine relationships and curiosities. Theaster Gates explains that these initiatives often begin without a formal brief—just conversations over dinner.
Recently, I visited Gates’ Prada Mode installation in Abu Dhabi, marking the eleventh iteration of this artist-made space that blends elements of a nightclub, community center, restaurant, and lounge. The installation featured simple geometric forms, creating a flexible environment for artist talks, workshops, and live music.
Gates reflects on the performance of Kendrick Lamar at the Super Bowl, noting the complex cultural implications of such displays. He sees parallels between past expectations of Black artists and the current push for authenticity in their expressions.
His collaborations stem from friendships rather than seeking formal work. Gates enjoys supporting friends, whether it’s creating a space for a clothing line or making a breakfast table. This spirit of camaraderie translates into his work with Prada, where he feels a sense of freedom and creativity.
When Prada involves him, the process is informal. They discuss ideas over dinner without strict briefs, focusing on increasing diversity and inclusion. Gates sees this as an opportunity to build trust and create pathways for others in the industry.
Prada understands the relational aspect of branding, creating spaces for people to gather rather than simply selling products. Prada Mode exemplifies this idea, emphasizing social interaction over commercial transactions.
Gates notes that investing in public spaces is rare outside of government initiatives and brands like Prada. Their projects invite influential artists to create politically charged and dynamic environments. True engagement often happens outside traditional art venues, reaching diverse audiences.
Ultimately, Gates believes that fashion serves as a gateway to broader cultural understanding, fostering appreciation for art and creativity among new generations.
