Prada Mode London: How to get tickets for Prada's surrealist cinema pop-up
Luxury fashion house Prada brings its travelling social club back to the capital, transforming Town Hall in King’s Cross into a surreal cinema experience.
Londoners are used to fashion shows doubling as art, but Prada’s latest pop-up takes it one step further.
This October, Prada Mode, the brand’s exclusive, roving “social club”, returns to the capital for Frieze Week 2025, turning Town Hall, King’s Cross, into an immersive cinema installation titled The Audience.
The surreal, large-scale artwork has been created by Berlin-based artists Elmgreen & Dragset, known for their conceptual and often tongue-in-cheek explorations of modern life and cultural spaces. In this latest piece, guests are invited to step inside a dreamlike cinema where the roles of viewer and performer blur.
What is Prada Mode?
Since launching in 2018, Prada Mode has popped up everywhere from Miami to Hong Kong, blending contemporary art, fashion, music and conversation. Its last London edition, back in 2019 at 180 The Strand, featured artist Theaster Gates and a programme of live performances and talks.
This year’s return promises a mix of screenings, DJ sets, panel discussions and workshops - all exploring how audiences experience culture in the digital age.
Expect a typically Prada atmosphere: minimalist glamour meets cerebral creativity, with cocktails flowing late into the night.
How to book your slot at Prada Mode London
Entry to Prada Mode London is free but strictly by registration, and spaces are expected to go quickly. Guests must sign up in advance via the official Prada Mode portal, available through Prada’s website or via invitation links shared by Marie Claire UK and Vogue.
Once confirmed, attendees will receive time slots to explore The Audience installation and attend selected live events.
Dates and location
Town Hall, King’s Cross, London
October 17–19, 2025 (during Frieze Week)