[Report] Korea's First Arrival of 'Prada Mode'... Leading Domestic Art Masters Gathered

The 10th 'Prada Mode' Held on the 5th-6th
Featuring Installation Art, Talks, and Workshops

"It's unusual to see the Prada logo in the most Korean place."

On the 5th, the 10th Prada Mode opened at 'Cote,' a complex cultural space in Insadong, Jongno-gu, Seoul, bustling with people waiting to enter from the morning. Upon being guided inside, visitors dressed stylishly in black tops and skirts, bags adorned with the Prada logo, were viewing the exhibition works. Throughout the hanok building, which embodies Korean aesthetics, mint-colored bar tables and photo walls engraved with the Prada logo were placed as interior decorations. The unique Korean atmosphere of Insadong harmonized distinctively yet seamlessly with Prada, Italy's representative brand and a symbol of global luxury.

A visitor who found the Prada mode is taking a commemorative photo at the photo wall.
[Photo by Lee Seohee]

Prada Mode is an art and culture project launched by the Italian luxury brand Prada in 2018, aiming to support cultures worldwide and enhance brand value. After stops in Miami, Hong Kong, London, Paris, Shanghai, and others, Korea was selected as the 10th host country this year. As Korean films and dramas have recently gained global recognition one after another, the Prada Foundation also showed deep interest in domestic culture and arts, planning this event accordingly, according to officials.

The event attracted prominent figures representing Korean culture and arts. Director Yeon Sang-ho, known for 'Hellbound,' 'Train to Busan,' and 'Peninsula,' director Jung Da-hee, who won the Crystal Grand Prix at the Annecy International Animation Festival for the first time with a Korean work, and director Kim Ji-woon, the creator of 'A Bittersweet Life' and 'The Age of Shadows,' each presented installation art based on their works. Actor Yang Ik-june, director Yeon Sang-ho, and critic Kim Hye-ri also gathered for a session sharing their thoughts on creation. Additionally, screenings of 'blockbusters' that marked milestones in Korean film history continued. The works 'Stairway to Heaven' by the late director Lee Man-hee and 'Green Fish' by director Lee Chang-dong were introduced to the audience through curator Lee Sook-kyung.

Installation art inspired by director Yeon Sang-ho's "Hell"
Photo by Lee Seo-hee

The place where visitors lingered the longest was the set replicating the space from director Yeon Sang-ho's work 'Hellbound.' It was a recreation of the boarding house where the protagonist Jung Jin-soo lived, featuring a narrow, long corridor and the room where Jung Jin-soo was murdered. The highlight was the 'burnt figure of Jung Jin-soo' displayed in the deepest room of the corridor. Inside the room, with walls, ceiling, and floor all painted white, the figure of Jung Jin-soo curled up, charred black, was powerfully expressed. Visitors examining the exhibition together were startled but soon curiously observed the sculpture and took photos.

A Prada Mode official said, "Prada, which has profound knowledge of art and culture worldwide as much as fashion, chose Seoul as the host city based on its interest in domestic culture," adding, "We hope this event will be an opportunity to showcase Korea's high-level culture and arts while also enhancing the Prada brand value."

(From left) Jo Young-gak, host; Yeon Sang-ho, director; and Yang Ik-june, actor, are having a discussion at Prada Mode held on the 5th.
[Photo by Lee Seo-hee]

This content was produced with the assistance of AI translation services.