These days Prada isn’t just a name in fashion. The venerable Italian fashion house has its elegant fingers in several other pies including mobile phones and staging mammoth events.
Last month the label hosted one of the parties of the year in the city of Valencia in Spain to celebrate the America’s Cup. As principal sponsors of one of the participating yachts, Luna Rossa, Prada spared no expense at its lavish VIP do held at the Central Market which is normally home to a buzzing produce market. 
The event attracted a slew of local and international celebrities who lapped up the unique ambience – organizers left a lot of the stalls intact including fruit stalls and delis, and guests were invited to sample the produce on offer. One deli housed the event’s DJ, who mixed tunes amid the Parma ham and anchovy tins, while other stalls where converted into mini showcases of Prada accessories; with belts and bags hanging from hooks as if they were pieces of fruit. In one deli stall Prada even displayed its silk turban range.
Dinner was served on a series of intimate dining tables that were scattered through out the venue, giving party goers the feeling that they were at an elegant dinner party. By Laura Demasi.
