Tomorrow will see the launch of a rather unique concept from Prada – a pop up museum in Paris that lasts just 24 hours (open to the public on Wednesday). From an investment and ROI perspective, it is a pretty bold move to invest in such a grandiose concept for such a short period of time, but there you go…

The museum is designed by Milan-based artist Francesco Vezzoli and goes live on Tuesday 24th January based in the historic Palais d’Iéna. It is set to be split into three contrasting sections, designed to represent different types of museum space; historic, contemporary and forgotten. Through this, Vezzoli will highlight his personal tribute to the eternal allure of femininity through interpretations of classical sculptures that make reference to contemporary divas (Natalie Portman, Michelle Williams, Courtney Love, Eva Mendes and more).

The digital creative of the campaign includes a micro-site/Facebook app (www.24hoursmuseum.com) where fans can have their portrait created in the Vezzoli vein which is subsequently open to sharing and then featured on the homepage of the website. As another social element of the campaign, Vezzoli will conduct a Twitter interview with a celebrity that is “even bigger than Lady Gaga” (who he has already worked with – see below). That is a pretty tough role to fill, but I guess we will have to wait and see. Stay tuned to the Facebook page for any announcements. The exhibition catalogue will be available to download from the site from Wednesday.

DATE > 24 – 25 January 2012
LOCATION > Palais d’Iéna
ADDRESS > 9, PLACE D’IÉNA, 75016 PARIS

HOURS
TUESDAY 24 JANUARY 2012
8.30 pm – 11.00 pm, Dîner placé, invitation only
11.00 pm – 3.00 am, Party, invitation only

WEDNESDAY 25 JANUARY 2012
7.00 am –12.00 pm open to the public
12.00 pm – 2.00 pm press walkthrough
2.00 pm – 4.30 pm open to the public
4.30 pm – 6.30 pm schools’ guided tours
6.30 pm – 8.30 pm Closing Vernissage

ENTRY > Free admission