Prada Mode lands in Abu Dhabi

What happened Prada returns to the UAE to present the 11th iteration of Prada Mode, the house’s exclusive social club, providing a unique intersection of art, music, and dining. On February 11 and 12, the event will unfold in Abu Dhabi’s Mina Zayed neighborhood, in collaboration with renowned multidisciplinary artist Theaster Gates. The American artist, known for his large-scale architectural projects, will design a space that reaffirms “the minimal and analogue amidst the contemporary cultural dominance of technology and AI,” as described on the brand’s website. Theaster Gates brings artistic vision to Prada Mode 2025 The pop-up will create two distinct sensory experiences. In the middle of the space, a cylindrical structure will host acoustic music sets, serving as a sanctuary for meditation, conversation, and contemplation. Outside the structure, DJ sets and live performances curated by Gates and the global creative hub NTS will energize the space with a dynamic, club-like atmosphere. “This space is a reflection on the spiritual possibilities of quietude, the power of gathering, the contiguity between the aesthetic of the past and their relevance for the future, and reverence for Arab women,” Gates said in a press release. The event will showcase the creativity of Arab women through engaging conversations and performances, alongside a culinary experience by Palestinian chef Salam Daqqaq, recognized as the best female chef in the Middle East and North Africa in 2023. The Jing Take Prada’s decision to host Prada Mode for a second time in the UAE — following its debut in Dubai in 2022 – points to the country’s growing luxury spending power. According to a report by Mordor Intelligence, the UAE’s luxury goods market is expected to grow from $4.41 billion in 2025 to $5.68 billion by 2030, at a compound annual growth rate of 5.2%. This robust growth is driven by the country’s strong purchasing power, high urbanization rate, and favorable tax environment, making it an attractive destination for high-net-worth individuals (HNWIs). In fact, the UAE was named by Henley & Partners as the world’s top destination for the wealthy for a third consecutive year in 2024, with a projected net inflow of over 6,700 millionaires. Rolls-Royce, Bulgari, and others expand presence in the UAE Prada isn’t the only luxury house eyeing the UAE. In November last year, Rolls-Royce unveiled a new luxury showroom in Abu Dhabi, offering clients a fully immersive brand experience. In September 2023, Bulgari hosted its “Bulgari Serpenti 75 Years of Infinite Tales” exhibition in Dubai, featuring three local artists. Other brands, including Tod’s, Etro, Louis Vuitton, and Loro Piana, have ramped up store openings and pop-ups in the market. But to effectively reach the UAE’s discerning fashion consumers, both local and expatriate, brands must gain a deeper understanding of their preferences. Like other luxury shoppers, this audience seeks exclusive, personalized experiences, often gravitating toward private showrooms, bespoke services, and one-of-a-kind pieces. There are also several cultural nuances to consider for Emiratis, including modesty in fashion and cultural pride. Prada Mode incorporates all these elements, offering exclusivity with members-only access for two days, crafting unique sensory experiences, and collaborating with local creatives to ensure cultural relevance. As other crucial luxury markets — namely China — experience a spending slowdown, the UAE presents a promising avenue for expansion. With its increasing number of affluent residents, a world-class luxury retail scene, and an economy projected to remain resilient in 2025, the country is positioning itself as a key hotspot for luxury brands. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Prada Mode lands in Abu Dhabi

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Published February 06, 2025

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Prada Mode lands in Abu Dhabi