ARTICLE PATRIK SANDBERG

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PRADA, LITERALLY

TEXT PATRIK SANDBERG

PRADA CELEBRATED THE WINNERS OF THE PRADA JOURNAL LITERARY CONTEST WITH A READING AND DRINKS DOWNTOWN

 It's not everyday that the SoHo Prada store, famous for it's swooping interior architecture, get's transformed into a writers' salon, but that's exactly what took place on Wednesday night when Mattia Conti, Leisl Egan, Angel Mario Fernandez, Sarah Harris Wallman, and Peng Yang accepted honors as the winners of the Italian powerhouse's first-ever Prada Journal literary contest. Each scoring a wad of 5000 Euro, the writers' works are set to be published in a digital book available on Prada.com. 

As if that weren't enough to inspire the emerging talent, some of the lit world's most boldface talents stepped up to the mic on an in-store stage (flanked by a fucking cool installation of soundproof pyramid foam), with Oliver Platt acting as master of ceremonies. Jonathan Ames, Zoe Kazan, Anthony Mackie, Jay McInerney, and Gary Shteyngart gave their most powerful renditions of the winning stories aloud for an impressively rapt audience (partygoers politely listening to a reading?! You probably had to see it to believe it), which included Paul Dano, Olivier Rizzo, Giovanna Battaglia, and others.

But it wouldn't be Prada without a chic item to leave talking about, and in this instance it was the brand's new Journal collection of eyewear, which was worn by every waiter, bartender, and employee and encased in kaleidoscopic mirrored chambers. For images from the event, click above. 




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images courtesy of prada

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