The Brief

Prada organized a huge party in the Central Market of Valencia to celebrate Luna Rossa on the eve of the start of the selection regattas of the XXXII America’s Cup. The market is a perfectly conserved twentieth-century building covering five thousand square meters and we were asked to provide ambient and specific lighting to create a party atmosphere when the entire space is transformed into a Prada world after business hours. The stands were reinvented, with fruits, vegetables, fish, and ham on display alongside Prada bags, leather items and accessories, perfumes and sunglasses, all with matching lighting effects. The market set-up project was designed by AMO, Rem Koolhaas’ think-thank.