It’s been ages since a fashion brand was only about making clothes. Nowadays, they are cultural powerhouses, creating art projects and interventions across many cultural domains. Prada Mode, a temporary art club, has had 13 iterations so far. This time it coincided with Frieze in London – the club took place at the newly refurbished Town Hall in King’s Cross.

Elmgreen & Dragset, a Scandinavian art duo, were responsible for the concept this time. They created an immersive cinematic experience featuring realistic dummies watching a blurred film in the newly restored main hall of the town hall. There was also a cinema bar with a dummy FaceTiming a friend – very realistic. At the bar, they served drinks and Prada-branded salted caramel popcorn, Prada napkins included.

There was also a series of scriptwriting workshops led by Ray Grewal, an award-winning writer, connected to the film screening. Workshop participants were asked to write a continuation of the story shown in the movie. It was such a creative and fun task that allowed participants to boost their creativity.

The entire club was perfectly organised: staff wore sleek Prada uniforms, Prada perfume filled the lobby, and the whole experience was beautifully and smoothly orchestrated.

You could see that visitors had made an effort to look stylish. You could feel that they loved the experience and were creating lots of content both inside and outside the town hall.