Brands, Museums, Cities. The Case of Fondazione Prada

This paper explores the relationship between museums, exhibition spaces and urban environment, focusing on the case of the Fondazione Prada exhibition venue in Largo Isarco in Milan. This site, aligning with contemporary consumption trends, presents contemporary artworks within a former distillery repurposed as an exhibition space. The combination of avant-garde architecture, high-profile permanent and temporary exhibitions, a bar and restaurant designed as standalone destinations, and a carefully orchestrated system of openings and closures in relation to its surroundings has transformed Fondazione Prada into a dynamic space frequented by both locals and tourists. Beyond its cultural appeal, the venue has played a pioneering role in redefining the identity of its neighborhood, catalyzing ongoing urban transformations.